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Micro-social videos are a great marketing tool

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smartphone videoFor years, video has been considered a top way to connect with customers and market products. How­­ever, social media sites, such as Vine, Snapchat and Instagram, have ushered in a new trend: micro-social videos.

The videos, ranging from six to 10 seconds, are all the rage. Here’s why you should integrate them into your marketing strategy:

1. You capture customers’ full attention. Experts indicate that the average attention span of your customers is just eight seconds. With micro-social videos, you maintain their attention until the video ends, where you can present an important call-to-action.

2. Videos are easy and inexpensive to create. The short videos don’t require over-the-top production values and special equipment. You can re­­cord and share them using only your smartphone.

3. The format teases customers. In a few seconds, you can offer a quick tip, show how to use a product or even offer a “backstage” tour of your office. It provides just enough information to peak customers’ interest and leave them wanting more.

4. The videos beef up your content. If you are struggling to come up with enough content to share on your blog or via social media, micro-social videos can save you time, money and energy. For example, you could repurpose an old tips blog into several videos, or break down a process into multiple steps to share with ­customers.

— Adapted from “Micro-Social Video: The New Marketing Trend You Shouldn’t Ignore,” Angela Stringfellow, OPEN Forum, www.americanexpress.com.

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