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Speaking of keeping things short

Marketers: start hiring viners to produce your YouTube video ads. Viners create hyper-short, shareable stories in very simple and sometimes very memorable ways.

YouTube has in-stream ads (pre-roll, mid-roll and post-roll) that show an ad that can be skipped after 5 seconds. As a result, brands have been wringing their hands trying to make ‘unskippable’ ads, while users engage ad blockers more and more often.

Interruption is the problem. Even if your ad rocks, I didn’t search for it. I searched for something, found it and then clicked on it, only to then see your message about dish soap taking up my time, and, here Canada, my pricey pricey data.

This is where Vine beats YouTube. Vine can tell a whole story in just enough time for the skip button. You can then go on to additional storytelling, or just shorten your ad and call it an act of audience goodwill. Don’t ask me to not skip your ad because it’s so good. Make your ad so good that all you need is the five seconds you get. Hire a Viner, someone adept at making feature films that are only 7 seconds long.

Think you can’t get your point across in less than 30 seconds? Take inspiration from these brands who get it:

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