Here are some of the finest branded Instagram videos from February 2014, or Instavids as nobody in their right mind calls them.
Last week I discussed the future of Instagram video and Vine in the post has Instagram really killed Vine?
It seems that since the introduction of Instagram’s 15 second video capability, brands and regular users alike have begun to ignore Vine in favour of a social media platform they were already signed up to anyway.
I round-up the best branded Vines on a monthly basis (here are the best branded Vines of February) and I personally feel that there’s still massive potential for the only one-year old Vine when it comes to improving brand perception and connection.
So what separates Vine from Instagram video apart from the obvious technical differences? Perhaps by looking at these examples of Instagram videos from brands we’ll be able to understand how each platform can exist side-by-side whilst remaining different enough to be worthy of separate time and investment.
GoPro is the fifth biggest brand on YouTube according to The Touchstorm Video Index and as only 2% of the top 5,000 YouTube channels are from brands, this is a considerable achievement.
With 1.7m subscribers to GoPro's YouTube channel, how does this California-based digital camera manufacturer keep its audience entertained and engaged, on a social video platform notoriously difficult for brands to achieve success on?
If your answer is "because GoPro makes the kind of exhilarating, extreme sports videos that make you lose control of your bodily functions while sat at your desk” you’ll be half right.
Here I’ll be taking a look at GoPro’s YouTube strategy, using the best practice tips I laid out in my article from last year: YouTube strategy for brands.
Only 74 of the top 5,000 YouTube channels are from brands.
This research comes from Touchstorm’s latest study, The Touchstorm Video Index, covering Q3 2013 and concentrating on the 'YouTube 5,000', an elite group of channels with at least 43m views each.
Of those 5,000 channels, only 2% are owned by brands. That means there are 4,926 teenagers with webcams, older people with camcorders, vloggers with flipcams, bedroom animators with smartphones and various other fashionistas, musicians, close-up magicians, action figure critics and amateur film-makers who are completely dominating the platform and squeezing out the big companies.
What can brands do about this? Is there any hope for them?
Here are some key findings from the report, along with our own insight, ideas for strategy and a look at the brands who are using YouTube successfully.
40% of the 1,000 most shared Instagram videos (Instavids) last month came from brands.
The 15 second long Instavid format has only been around for a few months, but is already giving Vine a run for its six second-long money. We've discussed the respective benefits of each in this provocatively titled article Fight Club! Instagram vs. Vine.
It seems that brands have been quick to utilise this longer form media. The 150m incumbent Instagram users are clearly a major draw, as opposed to the still not inconsiderable 40m users on Vine, although it should be noted that Vine picked up all those users in just nine months.
This week Christmas is slipping into the mix alongside some inspiration sports brands in our weekly showcase of The Dachis Group's Social Business Index.
Our focus is on three companies – V.F. Corp, General Mills, and Woodman Labs known for their brands Vans, Betty Crocker and GoPro - as analyzed by the team at the Dachis Group.
We'll also take a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.