Posted on: 21st Jun 2013 by: Dokoo
Instagram, the photo-sharing app that Facebook acquired last year, just added the ability to create and share videos. This development follows on from the success of Vine, which was recently acquired by Twitter. Unlike Vine which allows users to upload videos up to a maximum length of 6 seconds, Instagram users will be able to upload videos up to 15 seconds.
Industry experts believe that Facebook will be wanting to use Instagram as a mobile TV ad platform. The TV ad market is huge. For instance, in America it is projected that by the end of 2013 nearly twice as much advertising money will be spent on television ($196 billion) compared to digital ($113.6 billion). Video advertising is already a big part of digital spend and this is set to continue to grow. For example, YouTube’s mobile ad revenue tripled to $350 million in the last six months.
So what’s the big idea behind 15 second videos? TV ads are typically around the 15 second mark and this means that advertisers using Instagram can simply reuse their video content without needing to edit.
This 9 second differentiation from Vine may be key. It has been interesting seeing how Vine has developed since being acquired by Twitter. Brands such as Doritos, Next and Bacardi have made good use of Vine, whereas others have been less successful. Vine is a challenging medium, as an advertiser has to create a custom short video advertisement. Having a platform whereby ad buyers can simply re-use the same creative is such an appealing advantage and maybe Instagram gives advertisers what they need?
It is undoubted that videos are becoming a more prominent feature of our digital experience and Instagram may be the platform that helps Facebook make even more money out of advertisers, and us…
Peadar is a project manager @ Dokoo
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