Micro video is a hot trend in marketing. These six to fifteen-second videos have been identified as a hot marketing trend by Forbes Magazine, Fast Company, and others. And it’s easy to understand why—they’re fast, visual, and get to the point instantly.
But micro video isn’t just for social media. Quick, impactful videos are perfect for communicating messages to time-impoverished, over-stimulated trade show attendees.
1. Time. Exhibitors have just a few seconds to attract the attention of attendees and a quick clear video that gives just enough information to express their message, explain product benefits or entice attendees to engage.
2. Cost. A short video is less expensive to produce than a long one. Plus with micro-video, customers are willing to accept a more—shall we say—shot on-the-fly—look and feel.
3. Cost efficiency. Companies can achieve incredible cost efficiency by multi-purposing existing content and assets. In addition to trade show applications, micro videos can be used for eblasts, social media, apps, presentations, websites, live events—and even in ads.
One of our customers used this technique recently. While its competitors were showing lengthy video and animations, this innovator stopped attendees in their tracks with a 15-second loop of animated product demos. “We showed them just enough to entice them to a hands-on demo,” says their company representative.
Unfortunately, since micro video is just emerging, we’re a little short on examples we can share. But here are examples of the types of micro-videos that could be used on the trade show floor:
How-to. Micro video is perfect for a 10-second how-to tutorial—as illustrated by this micro video from Sherman Williams on how to eliminate having a paint puddle form around the rim of your paint can.
<iframe class="vine-embed" src="https://vine.co/v/hMFZhBnZ3Qa/embed/simple" width="320" height="320" frameborder="0"></iframe><script async src="//platform.vine.co/static/scripts/embed.js" charset="utf-8"></script>
(If the video isn't embedded, click this link to view: https://vine.co/v/hMFZhBnZ3Qa
Product Usage and Applications. Show the many ways your product can be used—especially the creative applications your customers have created. In just a few seconds, Oreo fills customers with a dozen ideas on new ways to consume its cookies.
Brand Messaging. The right video clip can make your point—even without audio. Technically the following clip is a 30-second TV spot and not a micro-video but a six-second clip of the elephant cutting back into the wave would make the “big can be nimble” point just as clearly as the whole spot.
Are you using micro-video in your exhibit? If you are, we’d like to hear about it.