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In online video competition, Facebook offers an extra 9 seconds

A Facebook employee wears a shirt with the logo of the new Instagram video option during a press event at Facebook headquarters on June 20, 2013 in Menlo Park, Calif.

If I were to do this story as a Vine video -- with only six seconds -- it’d look like this.


Instagram offers videos with an extra nine seconds, which sounds small but is actually a pretty big difference.

“Your story or your message can be a little longer, a little funner, which is always nice,” says Richard Koci Hernandez, a new media professor at UC Berkeley’s Graduate School of Journalism.

The Instagram video version of my story looks like this:


Better, right?

But the extra time isn’t always a bonus, says Hernandez, “Nine more seconds of the foam in your cappuccino could really turn people off.” He thinks there’s going to be room for both Vine and Instagram video.

Some analysts expect marketers will love the extra seconds -- more space to sell whatever they are selling. But Nate Elliott from Forrester says for Facebook, adding video to Instagram, is all about the data, “the more Facebook gets people onto Instagram, the more they get people using Instagram, the more data they are generating and the more data those people are generating; and it’s the data that’s really valuable to Facebook and marketers as well.”

Doesn’t every story about Facebook kind of end this way?

About the author

Adriene Hill is the senior multimedia reporter for LearningCurve.

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