Bite-sized, easily digestible and very filling

DATE

13/08/2014

PUBLISHED BY

Robert Anderson

This video from Gap is the latest I’ve seen to compress its story cleverly for the internet era. Vine launched with its 6 second format; then Instagram rolled out 15 second videos.

Meanwhile, YouTube gives you 5 seconds to decide whether to skip its pre-rolled ‘TrueView’ ads. Short-form videos are fast becoming the trend of the moment – bite sized pieces of content that are quick and easy to consume as you scroll through a social feed.

It’s a format that’s benefiting from the auto-play feature now incorporated into the likes of Facebook where videos trigger themselves as you whizz down your timeline.

Short-form video is something of a cultural phenomenon, driven by our increasing lack of time and attention. We’re consuming more and more content, often on relatively small phone or tablet screens, taking a bite here and a bite there. There’s a place for long-form, and there’s massive opportunity for premium content, but short-form is taking off fast.

We’ve seen huge levels of engagement around short-form video; we’ve also seen impressive organic reach when it’s uploaded directly into Facebook. Shorter videos can also be cheaper and quicker to produce – but you still need a great idea. If there’s one content innovation to try in the next few months then make it short-form.

15 seconds could work out much more valuable for you than the traditional 30 or 60.

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