If a picture’s worth a thousand words, and a video is a series of pictures, does the addition of video support mean Lens is worth as much as War and Peace*? Perhaps not, but we’re pretty excited about it. Bringing in video posts from Twitter, Facebook and Instagram, Lens is now home to more moving pictures than an art gallery in an earthquake. It’s a simple feature, but it adds a new dimension to Lens.
Five minutes on #LittleMachines is all it takes to realize how many doors video opens for marketing teams. The possibilities are endless:
Issue a “15-second cover challenge” as a ticket giveaway.
Get fans to demonstrate the artist’s influence to promote an album launch.
Let them relive their favorite tour moments to create an emotional connection.
From a user’s perspective, the benefits of video are clear: they’re fun, engaging, and allow you to capture moments in a way that still photos just can’t. It’s a different experience, and brands can use that to their advantage. Record labels can run “10-second cover” contests; tourism bureaus can encourage visitors to create mini vacation videos; music festivals can offer upgrades to their favorite crowd surfers – video opens the door to more creative and ambitious campaigns.*For the literalists out there, an Instagram video would be worth up to 450,000 words (15 seconds at 30 f/s), which would put it somewhere between 111,093 and 137, 287 short of Tolstoy’s epic, depending on edition and translation. For the rest of us, simple reflection would dictate that one of the most important works of world literature might be worth slightly more than a clip of a teenager playing real-life Fruit Ninja in his kitchen.