Climb The Vine
A solid article from UK's DMA -- a data driven digital community that’s leading the business sector in creativity and innovation. It focuses on why Millennials are climbing aboard Vine and its quickly consumed short-form video content that engages 100 million users globally.
These young digital natives are lit up technological pinball machines in costly kicks. They utilize a rapid instinct and awareness like no other generation before; micro-attention spans sifting through oceans of content to extract what he or she deems to be relevant or not.
In response to this, Vine provided a beautifully uncomplicated solution -- limit their options. By ensuring every video cannot exceed 6 seconds in length (or 6 1/2 for the purists among us), Vine managed to reduce the sense of commitment one may feel when pressing play. The risk associated to investing six seconds of time on a video is not a scary one. A decision is easier when there are less choices. A six second video gets a green light from Millennials and by-passes their filtering system, thus a social media ‘King of the Jungle’ is born. Now that’s somethin’ to swing about.
http://www.dma.org.uk/article/the-explosion-of-short-form-video-explained
(M. Pepe, Clickwork7 - October 2015)
