The success of the photo application Instagram and its acquisition by Facebook is certainly no secret and has been shared and discussed among peers and friends throughout 2012. The question that came to mind for those of us in the video industry immediately was whether or not there was an equivalent for video. The answer was a resounding “no” to those I discussed it with due to the lack of video manipulation technology at the time. This is the sort of flexibility an application would need to have for video, in order to provide the same experience Instagram does for photos.
People love pictures and videos which is one of the reasons Facebook has been so popular and has gone from “0 to 1 billion users in 7 years” (Source: LinkedIn.com). Add the fact that a user can customise a photo and put their personal style stamp on it with an application like Instagram is one of the top 10 rules of modern marketing in the digital age (Source: Boston.com). So how can we provide that same customised or interactive experience for video to create a little “Customer Love”?
That’s the question many of us in the industry have been tackling with, working on, and discussing with fellow digital partners alike. The good news is there is some traction in this area by some first movers which is bound to shift the industry. In a recent MediaPost article called “Making Video Truly Social” a company called Hapyak has figured out a way to personalise the video experience by adding a layer that allows users to customise the video with insights and share with whoever they like.
This is a great first step in what is soon to turn into a new way to use video for those brands and advertisers that have already figured out the value video provides, and are ready to add the interactive element to enhance the user experience. This is an area that we, at Preview Networks, believe will provide the customisation users crave, and the engagement brands can measure.
About Preview Networks
Preview Networks is a content marketing platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.
UPDATE: The idea for this post has been brewing since the Facebook/Instagram acquisition in September, 2012. However without real progress in this space, the post would not have provided the value we strive to show in each blog update. Others in the industry also thought this was a valuable blog topic, found after this post was published. For more information, check out these guests posts on TechCrunch here and here.