It’s been more than year since Instagram added video to its bag of tricks, giving its users 15 seconds to tell their stories. That was a generous 9 seconds more than Twitter’s Vine, whose 6-second clips presented a challenge to even the most creative marketers by making them find a way to produce a brand pop in a literal blink of an eye.
Instagram Video’s 15 seconds may not be much, but it’s as long as many TV spots, and the platform offers marketers compelling reasons to attempt this kind of ultra-short form messaging: audiences numbering the hundreds of millions; a virtually non-existent barrier to entry; high levels of engagement, awareness building, and sharing; and no concerns about taxing a viewer’s attention.
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