Smartphone Video Apps And Brand Awareness

It seems like the internet is constantly reinventing and reimagining itself. When YouTube was first launched, one of the concerns was that the video clips couldn’t be any longer than ten minutes. Now, you could post Gone With The Wind on there without any problems (except for a cease and desist letter from MGM Studios, of course). The new trend, however, championed by Twitter’s emphasis on 140 characters, is short and sweet. When building brand awareness for your company, how do you know which of the short and sweet new video apps will work best for you?

With the new video app, Vine, the longest a clip can be is seven seconds, and with Instagram, the maximum is 15 seconds. Is this reinforcing the extreme short attention span consumers seem to have these days? Absolutely. And sometimes that can be quite frustrating when trying to build brand awareness for your company. Brevity is a virtue and all, but seven seconds is a pretty minimal amount of time to properly explain a business model or mission statement.

Let’s review each of the video apps that are popular on smartphones and how you can effectively utilize them to increase your brand awareness.

YouTube – It may not be the latest craze like some of the more recent video apps introduced this year, but it’s still a monster that consumes a large amount of internet traffic. For your business, this large and established user base is great if your primary goal is to get as many views as possible. Though there isn’t a limit to the length of the video, it’s still important to keep it as short as possible. Get in, say what you need to say about your company, and get out under ninety seconds. Many people will be accessing the videos on their phones and if they have to watch something much longer than that, they aren’t likely to stick around, especially if a lengthy video is taking a while to load on their service network. Having a great video on YouTube can do wonders at getting more people aware of your business. Set a goal on what you want your video to do (attract people to your website, build awareness of your company, sell a product, 0r all three), promote your video and watch your clientele grow.
Pros: No limit on video length, widely used.
Cons: Commanding less attention now with Vine and other microvideo apps; ads often play before videos, testing the viewer’s urge to seek out new videos.


Vine – Developed by and wildly popular on Twitter, Vine is one of the most popular apps out there at the moment. Users upload seven second videos, which play on a loop, and can use hashtags so that people can search for the subject of their video. It is unlikely you can get across everything about your business that will attract clients (if you can, feel free to divulge your secrets because that’s impressive), but you can still entice people with a unique theme or idea that ends with a link to your website or a longer video. At the very least, you can create a memorable clip that to pique a person’s curiosity to seek it out0. For example, in our Vine video above, we wanted to show potential clients how much fun our current clients have at our parties! It’s a short clip, but it was casual and real, something our potential clients wanted to see from us. Plus, it was fun to get some of our clients involved. The best Vine videos often use stop-motion techniques to get a longer message out there.
Pros: It’s all the  rage lately; usage of hashtags.
Cons: It’s still new, so time will tell if its novelty will remain; seriously– Seven seconds is pretty darn short, no editing capabilities.

Instagram – Now, you might be saying, “is the only difference between Instagram’s video option and Vine that the video can be twice as long?” Actually, in addition to longer videos, Instagram also provides the option to use artistic or eye-catching filters for your video. This can be especially effective to create eye-popping videos to showcase your company and entice viewers to remember your brand. There is already a built-in audience for Instagram (though Vine has Twitter behind it, users still have to sign up separately for the app) and you can also use hashtags as well. Vine had about a six month head start on Instagram video, so only time will tell if Instagram can catch up, but for now, it’s most certainly a viable option.
Pros: Built-in audience; longer videos than Vine, artistic filters.
Cons: Instragram Video may be too late to the battle to catch up with Vine; there have been complaints of videos loading slowly.

SnapChat – Using Snapchat, you can send and receive videos or pictures that can be viewed for up to ten seconds before they disappear forever. The appeal of this particular app for a business may seem a little puzzling to some, but its popularity cannot be ignored either. Snapchat is currently at number 9 in the Apple Store and more than 150 million photos are sent per day on it – it has a strong user base among the desirable 18-24 marketing segment. Taco Bell announced they are now on Snapchat and that if you follow them, you can receive secret announcements. The mystery and fleeting nature seems to be what compels users to use Snapchat and by delivering “secret” or “exclusive” offers, coupons, or deals, you can introduce a whole new method of  attracting clients.
Pros: Rising in popularity at a meteoric rate; provides innovative ways to reach your customers.
Cons: Videos that disappear after ten seconds may cause issues for offers or coupons.

We’re always here to help you with new and exciting ways to build your brand awareness; we hope you found this review of video apps useful and intriguing. If you’re interested in learning more about how to build brand awareness through effective video asset management, please get in touch with Mainstream Data today!