Storytelling in 6 Seconds or Less
This article is part of the Visual Revolution Summit interview series. Learn more about the Summit here.
When it come to brands on Vine, the Lowes’ #FixInSix series has earned both critical acclaim among marketers and appreciation from Lowes’ followers for being a first-of-its kind campaign. Countless publications and blogs have highlighted the campaign, including our own, and the videos have amassed tens of millions of plays.
At the Visual Revolution Summit, you’ll hear from the BBDO’s Bob Estrada (SVP, Senior Director), who led the development of the series, on strategies and insights for other brands looking to dive into the video platform. In anticipation of his talk, we interviewed Bob on his thoughts around the Visual Revolution and the Vine platform.
Q: For you, what does the Visual Revolution mean?
A: We know that people process images and video much more quickly than text. Visual content can also provoke an emotional reaction much more readily. When people are using apps or visiting sites, an experience that’s more visual than text-based is simply more compelling and makes it easier for people to learn what’s being communicated and the story being told.
The “visual revolution” means that brands need to understand their own visual language and plan for it and adapt it across different platforms. It requires a lot more content to be created, or co-created. It requires advantaging new technologies and creating new processes to accommodate it all. And it means there’s an awesome opportunity to connect brands with people in new and memorable and interesting ways.
Q: For Lowes’ #FixInSix, why did you choose Vine over other video platforms?
A: The creative constraint of being limited to looping, six-second video on Vine was an intriguing creative opportunity. We were really interested to explore how we could tell stories with it. And it certainly does inspire creativity- so much can be done in just six seconds.
When the Lowe’s #FixinSix campaign launched in May 2013, Vine was only a few months old and Instagram video hadn’t yet launched. So we were really excited about Vine: it was growing really quickly as a platform, it was mobile video app focused (the full-featured web version of Vine didn’t launch until May 2014), it used Twitter for further distribution and promotion of the content, and it allowed us to take the video we created using the app and use it on other platforms. We liked the idea of not being limited to sharing the content with only the Vine community; we could get reach and scale for our Vine videos off the platform.
Q: How do you measure success for something like a Vine video?
A: The introduction of the “loop count” metric on Vine a few months ago – a measurement of how many times each Vine is viewed – provided a reach measurement that didn’t exist previously. So we now know the amount of time people are spending with the brand. That’s a big step forward from previous metrics that were limited to the number of favorites, re-vines and comments each Vine received, or to the Twitter clicks, favorites, @replies and retweets when we tweeted each Vine. We still don’t have unique viewer numbers but that (and other metrics) will hopefully arrive soon.
Q: What would your advice be to brands feeling the pressure to be on every platform – from SnapChat to Vine to Facebook?
A: It’s great to test and learn – and we all should being doing that all the time – but you need to determine how you can add value for people when considering getting your brand onto a new platform. How does it fit into your communications strategy? What will the role be for the content you’re going to create? Sometimes, doing one–off executions can produce some interesting curiosities but not provide a solid enough read on whether the effort is worthwhile overall. If you have a strong idea for an ongoing program, something that gives you the ability to plan enough content to get a good read on success, that’s an indication that a new platform could be a fit for your audience and brand. But brands do not need to be on every platform.
Want to learn more about what it takes to be a successful brand on Vine? Bob will be presenting during the Video Vidi Vici section at VRS. Request your invite today!