Remember Vine, the gone-but-not-forgotten platform for looping, six-second videos? It’s not making a comeback, but the format is, and marketers are embracing it. Adweek reports that online giants Google and Facebook, among others, are prepared to offer six-second videos and marketing agencies are rushing to put campaigns together for their clients.
“What’s so unique about this format is the way you distribute it. You have to think about these six-second videos in succession. It’s a frequency play,” Candace Cluck, director of consumer experience for Michelin North America, told Adweek.
What’s hot in consumer marketing often translates to the B2B world.
A recent Google-led study on its bumper ads found that nine out of 10 of them drove ad recall, while 61 percent lifted brand awareness. Adweek reports that marketing industry insiders predict that six-second ads will gain traction in 2018.
“Interestingly enough, if we are trying to reach someone for the first time, the shorter the better,” says Jake Malanoski, customer acquisition director for meals service Green Chef. “Part of the theory there is that if somebody hasn’t heard of you, they are not going to
give you the time of day.”
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