Dive summary:
- B2B marketers are working to figure out how short term videos, like those on Twitter's Vine and Instagram Video, can be of value to their industry.
- The videos hold value in making a creative statement about a brand, as well as helping the brand in organic search—Google rewards videos with high rankings in search.
- Many B2B marketers are also finding uses for the short-form videos during conferences and other events where information needs to be relayed quickly; others in the industry are failing to see the value for B2B because of the time restrictions.
From the article:
... "While Twitter is well-entrenched, it's hard to find any companies using either its Vine app or of Facebook's Instagram for marketing campaigns.
'I'm not a fan of Instagram and Vine for b2b,' said Bob Leonard, president of content marketing agency acSellerant, Sarasota, Fla. 'Six and 15 seconds are not enough time. You might be able to do a branding campaign, but it's my experience that it's not effective.'" ...