An Inside Look at Nissan’s Vine and Instagram Video TV Commercial

By now, brands’ use of micro-video apps Vine and Instagram video is well-documented. Tapping into networks full of smartphone users hungry for visual content has given brands yet another way to reach and interact with their customers. Yet even as companies scramble to create mini-films to delight and entertain their audiences, who those clips reach is typically limited to mobile device users.

Despite the rise of new media, traditional advertising platforms maintain their vast reach and offer something else Vine and Instagram video don’t: frequency. Whereas, in advertising terms, reach refers to the number of people who see an ad, frequency denotes how many times each individual is exposed to it. For advertisers, both metrics are important, and achieving balance between them is a key goal. While Vine and Instagram are natural environments for such content, each video is likely to be seen only once by a brand’s followers.

In an effort to reach target consumers as well as the rest of America, Nissan USA is running a first-of-its-kind contest that will feature fans’ Vines and Instagram videos in an upcoming 30-second TV spot. Fans of the Nissan Versa Note can visit to grab printable elements that must be included in their Vine or Instagram video entries. The videos should focus on the entrants’ passions, include the Versa Note printable elements, and be tagged #VersaVid. Six people will win $1,000 gift cards, while three Grand Prize winners’ videos will also be chosen by the marketing team and incorporated into the TV commercial.

Nissan’s Director of Interactive and Social Media Marketing, Erich Marx, is one of the drivers of this campaign. We recently spoke with him to discuss the strategy and logistics behind the commercial.

Read the rest of the article here.


How 2 Top Brands Use Instagram Video for Engagement

When Instagram video burst on the scene last month, people were quick to try the new feature. In fact, some reports indicated users uploaded five million “InstaVideos” in the first 24 hours after its debut. It’s no surprise, then, that many brands are trying to get in on the action as well.

The video feature works similarly to photo capture for Instagram users. Once you open the app, you click the camera button and then the video icon. From there, simply press and hold the red camera button to record. Lift your finger, and the recording stops. The recording picks up sound, lasts 15 seconds, and can be overlaid with a filter before publishing. Once the video goes live, it plays on loop in the user’s stream.

Simply Measured reports that 67% of the world’s leading brands maintain Instagram accounts, making it all the easier for many of them to start using the video feature. While some of these brands are merely dabbling, others have begun to make their marks in the moving pictures realm. One of these is Jeni’s Ice Creams, a brand whose social media confections are more than icy treats. Another leader in the space is Ford Motor Company, whose enthusiastic followers love the behind-the-scenes look at their favorite automobiles.

We chatted with the social media managers of both these companies to find out how they use Instagram video to engage their audiences.

Read the rest over at Sprout Social Insights.