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Okay, it's probably disingenuous to pretend that social media is still something nascent and unproven for brands.
Even with a tricky attribution problem to solve, most brand marketers and advertisers agree it just makes sense to target these large, active and known audiences.
Having said that, some brands 'got' social media a lot quicker than others.
With many major brands having years of social media experience under their belts, one would expect that the most cringeworthy examples of social media faux pas would be well in the past.
But that isn't the case.
This weekend, a select group of brands with big bank accounts will spend big dollars on ads that run during what is arguably the biggest marketing event in sports, the Super Bowl.
But thanks to social media, savvy marketers can take advantage of the big game without spending millions of dollars on a Super Bowl ad by following these tips.
Let’s face it, it’s not too unusual to run into corporate communications that feel impersonal and distant from a customer’s point of view.
So, it's no coincidence that agencies use the word ‘humanising’ over and over again when providing advice on brand messaging.
Putting aside any possible scepticism towards the seemingly volatile concept, humanising customer interactions must be the ultimate mission of any modern brand, which should empower its brave employees to shake off any robotic feel customers may perceive in their interactions with the company.
Welcome to our monthly round-up of the best branded Instagram videos from the last four weeks.
May features a variety of video making techniques, from never-ending loops to time-lapse to slow-motion, replete with all the stunning insight you’ve come to expect from this beloved round-up.
To people of my age, the idea of someone being famous for having a YouTube channel is faintly ridiculous.
And the fact that some of them have gained millions of fans and earned millions of dollars just by posting videos of themselves playing computer games... well, it makes me very sad.
There’s even less Christmas cheer in this collection of Instagram videos from December than there was in our monthly Vine round-up.
In fact there’s only one festive themed example here, with New Year’s Eve providing much more inspiration.
Better lock the doors, turn off all the lights and cling to your favourite comfort blanket, Halloween is getting closer.
Whether on video, social, or just giving their website a spooky little makeover, brands are doing some fittingly disturbing things this year.
Here’s a round-up of some of my favourites.
What are we to expect this month from branded efforts on the foremost social video network?
I really hope Vine didn’t hear me say that… Anyway, what do we have this month?
We have excellent Instagram videos from brands as varied as LEGO, GoPro and National Geographic, covering a range of topics from the coming of autumn, the ubiquitous nature of extreme sports and rocking and rolling all niiiiiiiiiiiggggghht!
For even more economically delivered branded marvels, check out last month’s Instagram video round-up.
It’s your one-stop shop for all things six-seconds in length with a commercially creative twist.
September saw brilliant Vines from Samsung, Disney and Chrysler covering a broad range of topics including Halloween, classic sports footage and laptop smashing.
For even more economically delivered branded marvels, check out last month’s Vine round-up.
This month’s round-up of brilliant branded Instagram videos comes bearing an exciting new upgrade.
Last week Instagram introduced a new standalone time-lapse video tool called Hyperlapse, which is actually quite brilliant. I wrote about it in greater detail here: Instagram’s Hyperlapse: social video toy for brands.
It’s very early days yet but it will be interesting to see how quickly brands begin using the tool and how many different creative ways time-lapse can be used.
In the meantime, here’s a breakneck Hyperlapse trip around the Econsultancy office…
Our best branded Vines round-up this month comes bearing great news.
Recently Vine has completely overhauled its desktop site so it looks and works a lot like YouTube, but most gratefully received out of all the new functionality is the ability to search.
At last! You can now search for individual users, locations or tags, making this particular writer’s job a heck of a lot easier. You can read about other improvements here: Vine’s desktop redesign puts community and search first.
In other news, Vine has also updated the app itself and it now allows you to footage from pre-existing videos on your smartphone. Allowing you to mix and edit multiple sources into your Vine.
It looks like Instagram will have to pull something particularly spectacular out of the bag to keep up with its rivals (a half-decent desktop site would be a start).
In the meantime, lets check out the latest and greatest branded Vines.