Companies can achieve desirable results using either Instagram's video capability or Vine, provided they utilize the platforms correctly, writes Anish Patel, CEO of Revolution Productions. Consider Vine's six-second GIF-style format for introducing a feature, making one point well, as Revlon did, or for "teasers" and invitations. Instagram is seen as a more appropriate vehicle for commercials, promotional campaigns such as those by Lululemon, or video series, as Starbucks discovered.

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