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Brands are flocking to Vine and Instagram video.

A reasonable question to ask is, Why is everyone so suddenly crazy for mobile video?

What marketers need to know...

Mobile video creation and consumption have exploded, thanks mainly to faster wireless networks, changing mobile habits with on-the-go viewing, and powerful built-in cameras on devices.

It's not just users who are smitten with video: 75% of marketers plan to increase their branded video content budgets this year. Within minutes of Instagram's video launch, Lululemon posted yoga videos and The Gap shared a word game.

Via Vine, Regal Entertainment is teasing summer movies and Lowes is filming helpful how-tos; and GE is attaching quirky Vines to promoted Tweets. Mobile Marketer says Vine tweets have doubled in the past two months, signaling brand opportunities.

Now, Instagram's 15-second format pushes mobile video into the more traditional ad format, but marketers should know to use it as a creative complement, and not as a place for repurposed TV ads.

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image of Amanda Klohmann

Amanda Klohmann is an interaction designer at Mutual Mobile, a provider of mobile solutions for clients such as Audi, Cisco, Google, Jaguar Land Rover, Philips, and Xerox.