The TL;DR January 29, 2018

TL,DR Bite-sized industry updates

This week we’re talking about a potential return of Vine, six video marketing habits to leave in 2017, and the secrets of referable brands. 

A Spiritual Successor to Vine

While Vine was shut down in late 2016/early 2017, Don Hofmann, one of the original creators, is working on an app that could be a spiritual successor to the original. Read the details below and the full article here.

The TL;DR

  • Called V2, the new app as three goals, according to Hoffman:
    • Give an equal voice to every artist.
    • Be as generous as possible to every artist.
    • Foster a civilized, kind, inclusive, and non-toxic community.
  • Hofmann also shared a photo a prototype of the camera functionality in the app.
  • The new app will feature:
    • Looping videos of 2-6.5 seconds.
    • Ability to capture video in-app or to upload from camera.
    • Capacity to film in vertical full-screen and flip to selfie mode mid recording.
  • V2 will have no filters or effects and will take a harder line on copyrighted content than its predecessor.
  • V2 has reached out to popular Vine creators to see if they’d be on board, no word yet on who has.
  • No word yet on when the app will become publicly available.

6 Video Habits to Swipe Left on in 2018

While the new year is full of ideas of what to start, there also needs to be conversation on what to stop. These 6 habits should stay behind in 2017. Read the full article here.

The TL;DR

  1. Recycling Content: Taking assets designed for other platforms and retrofitting them for social may not be the best idea – it’s better to embrace the unique storytelling methods for each platform. Experiment with vertical video, split screens, text overlay, and more.
  2. Getting Stuck on Tone: It’s easy to get caught in the same tone over and over again, but it’s important to vary tones and formats on social. Try listicles, do-it-yourself clips, editorial style, and more.
  3. Worrying About Technical Difficulties: Sometimes things go wrong with technology, so make sure your message can be understood regardless of what may happen. Audiences understand that things don’t always go according to plan.
  4. Ignoring the Customer: Know where people are in the customer lifecycle and personalize content accordingly. Consumers expect marketing that understands their needs, utilize remarketing and data to craft ads that speak to customers at every stage.
  5. Falling in Love with Vanity Stats: Sometimes at-a-glance stats don’t tell the full story – look at conversions more closely than simply views, 10-second-views, and other basic stats.
  6. Going to Extremes: Don’t let your content become all sales or all entertainment. Maintain a balance to create content that appeals to consumers but still keeps your brand top of mind.

Secrets of a Referable Brand

Third-party referrals of brands are more powerful than ever – consumers trust their friends and family a lot more than they trust brands themselves. The following infographic lays out what makes a brand referable. The infographic was found on Social Media Today.