Recognizing there is life after the :30, brands earlier this year began experimenting with different video lengths to showcase their products and connect with consumers. Now, in short order, the focus is shifting to new video formats—everything from the short animated GIF, to the six-second Vine, to long-form video and even livestreaming broadcasts through platforms like Periscope. Brand marketers are starting to see they can be effective at any unit length if the creative is compelling.
Nike, for example, is a brand that consistently pushes the limits with video. 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.