Mobile First: Watch This!
• Drive users to a larger format: With the amount of money brands spend on video assets, they want to gain the most reach as possible. YouTube helps this tremendously, as these assets now have a permanent home with an infinite lifespan. The problem is there are so many videos on YouTube that it offers endless choices for users. With short-form videos, a 15-second clip can be enough to entice the user to watch the full video, whether it's on YouTube or any other digital property. Lululemon created a video on its YouTube page which demonstrated the numerous ways to use one of its products. The company then created a smaller version for Instagram to drive users to watch the entire video on YouTube.
• Aggregate consumer-generated content: One of the latest trends is having users create their own videos and then tagging them with a hashtag related to the brand. This does two things—it not only converts fans into evangelists for the brand, it also creates visual assets that the brand can then reuse. One of the best examples of this is General Electric's campaign on Vine, where it asked users how much science they could fit into a 6-second clip. This resulted in more than 600 videos, which they then combined into a Tumblr blog.
Brands should begin to use these new channels, as there are cost-effective methods that provide excellent results, and it's already where their customers are engaging.
Fernando Espejel is the director of digital platforms for Chicago-based Draftfcb. Reach him at firstname.lastname@example.org.