Instragram, the billion dollar acquisition of Facebook, is finally paying dividends. Just weeks after the launch of a new feature, Instagram video, the social media platform has exploded overtaking its main competitor in short frame video, Vine. 

While Vine has been a novelty to many, its 6 second video application has gone from 2.5 million Vine links on Twitter on June 19 to a massive dip of 900,000 links shared on Twitter, an alarming 64 percent drop, just one week later.

The power of social media lies in its use. Instagram's biggest endorsement came only hours ago with the world's most famous female singer, Rihanna, posting a 15-second Instagram video which within hours has been headline celebrity news. "Rihanna twerks to Drake song, bares midriff in Instagram Video" one headline proclaimed. 

That is all the endorsement that Instagram video needed to cement its position over rival Vine on a global scale. Now, millions of Rihanna fans will be clamming to post their own videos, most possibly twerking just like their idol, on this now popular and ever growing social media platform.

Fourth of July celebrations also send video platforms like Vine and Instagram to the higher echelons of consumer consumption with millions of hours of video shared of people out enjoying the day, celebrating and partying to their hearts content.

What Instagram Video has that sets it apart is the ability to stabilize video, create filtering modifications and leverage from its ingrained user behaviour software. The longer length of 15 seconds is always more appealing, because let's face it, there's not much you can do in 6 seconds - although the latter requires users to be more creative and therefore may stay popular amongst those wanting a challenge.

How can you use Instagram Video for business?

Instagram is great for business to consumer marketing and due to its following, has been very popular with consumers the world over. 

With business to business marketing, it is a little more difficult to ascertain how much value can be captured in investing time and money in developing Instagram videos. Its sharing capacity on Facebook allows for even a novice film producer to produce something that is of reasonable quality. In 15 seconds, you can share an elevator pitch of a quick snapshot on a new product launch - not dissimilar to producing a television commercial or online video advertisement.

Instragram video for now, is best suited to business to consumer marketing and recruitment for business to business organizations. From a recruitment perspective, imagine developing a series of videos where employees and interns share their experiences with your brand and company? 

There is only so much time that small businesses in particular can invest in the many forms of social media opportunities that pop up, however, Instagram video has its good points and its feature heavy functionality allows for quality 15 second video to be recorded and pushed out to customers around the world.
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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

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