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Thanks to the introduction of various video types for advertising including Vine, GIFs and livestreaming broadcasts companies are picking up more and more on effective advertising trends that are bringing in an audience. It’s a focus more on the content that’s being presented, rather than making the most out of a certain time allotted for each ad, according to Stacy Minero, head of content planning for Twitter.

Nike was one of the companies mentioned as an example, as it “consistently pushes the limits with video,” according to Minero. “It has become proficient at deploying the right video format to connect emotionally with viewers. Nike has used looping GIFs to promote its Snkrs app, and launched a 12-second video dubbed “The World’s Fastest Commercial” featuring Kobe Bryant and David Blaine. Earlier this month it launched a two-minute video to support the launch of the Jordan Super.Fly 4 sneaker. The video already has 35,000 retweets, proving that engaging content can drive social scale.”

Minero also made note of six video marketing mindsets for companies to keep in mind when it comes to success, broken down below:

Front-load Excitement: “Brands should focus on creating powerful content that captures viewers’ attentions early on,” Minero states. “There are only about three to five seconds to connect with a viewer before they decide to watch your video or move on to endless other online distractions. A recent study Twitter worked on with Dentsu Aegis Network showed videos that feature people in the opening moments are up to two times as likely to drive consumers to view. The key takeaway: Don’t romance your reveal. Spotlight top talent and highlight the heart of your message early on to earn consumer attention in the first frames.”

GIFs That Keep On Giving: While some may not be prepared for working with shorter-format videos, they can really pay off when it comes to distribution and tapping into certain moments in culture. “Major League Baseball pioneered the technique of GIF-based excitement extension after major moments in games. Brands are following suit. A recent video from Macy’s featuring superstar Thalía spawned a series of shareable GIFs that highlighted the video’s best moments. Samsung’s Galaxy S6 commercial was also transformed into multiple GIFs, designed to highlight the product in an unexpectedly fun way,” says Minero.

Audio-agnostic experimentation: Video can play automatically on a number of formats, although the user still has to activate sound most of the time. Companies can still consider taking advantage of the silent format. “Of course, music and dialogue are important creative devices, so eliminating them altogether would be a mistake. But, it’s important to consider alternative tools such as visual cues or text overlays to drive ad recall and brand awareness. For example, a recent video from L’Oréal Paris brings a beauty tutorial to life with the help of instructions via text,” Minero explains.

Creator collaborations: Influencers can play a big part with some campaigns, especially with millennials. One example the article mentions is HP’s #BendtheRules campaign from last summer, using a Vine campaign to show certain aspects of the machine. “From a trend perspective, we’re seeing brands leverage the power of multiple creators vs. focusing on singular talent. This enables brands to tap into a variety of personalities to tell their story, and fanbases to aggregate audience,” says Minero.

Brands as Live Broadcasters: Live broadcasting has taken off thanks to Twitch, but Twitter’s Periscope has also made big waves in this department, enabling users to live stream real events with ease. In addition, Minero explains that “brands are taking to Periscope to offer unfiltered content in ways we haven’t seen before. In April, Target used Periscope to tease its highly anticipated Lilly Pulitzer line, an effort that helped fuel massive consumer demand in a matter of days. And spirits brand St. Germain used Periscope to reveal a branded burlesque show, reminiscent of 1920s Paris, featuring New Girl celeb @HannahSimone. This brought the brand personality to life in an unexpected and authentic way.”

Content With a Cause: Finally, video-based marketing can take part in a movement, and not just for selling products or services. “Always’ #LikeAGirl exposed how ingrained stereotypes impact young girls’ self-esteem while Dove’s #SpeakBeautiful ignited conversation about body confidence by inviting women to celebrate what they love about themselves. Recently, AT&T created a gut-wrenching video (#ItCanWait) showing how distracted driving can have irreversible impact. Dick’s Sporting Goods put marketing muscle behind a campaign called #SportsMatter to help save after-school sports programs across America,” says Minero.

More details on these trends can be found here.