First there was Vine, and now videos on Instagram. Video is the direction social media is heading in.  People use social media to tell stories—personal stories, celebrity stories, as well as brand stories. The option to be able to use a fifteen second clip to animate a story, brings the story to life and gives it an element that didn’t exist with a photo alone.

How is this different from Vine, other than the video length? Instagram filters, which held much of the platform’s appeal, can be incorporated into your video. The new feature gives you thirteen filters to choose from, as well as cover image options to use when your video is not playing, to keep your Instagram content beautiful and personalized.

Consider some of these options as a marketer when utilizing Vine as part of your content strategy:

Showcase and/or demo products

Video is great way to showcase something about your product that a consumer wouldn’t know by looking at a picture. Think technology. You can showcase a lot more about a complicated gadget with video than you can with just pictures.

Give zealots a behind the scenes look

Show them your office! What goes on behind the scenes? Your most passionate followers want to know everything about your brand. Videos are an interactive way to give them this inside look.

Showcase brand personality

Emotions are hard to convey in photos alone. Think about how easy is it to convey humor in a photo. Videos add an element that allows brands to show consumers who they are.

Encourage engagement

Think emotional advertising. If your products are vacation homes, what’s a more engaging message: a picture of the beach, or a family playing on that beach?

Instagram videos add a brand-new artistic appeal to what you are able to create on social media. Check out Instagram’s promotional video for the new feature to get a glimpse of the possibilities.

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