Over the last month, 30-second video clips of costumed people dancing spasticly to the now-familiar refrain of "The Harlem Shake" have taken over the internet. If you have a wifi connection, then you've probably seen the meme. (Whether you understand it or not is another issue entirely.)
Video technology company Unruly Media has published new insights into the life cycle of branded viral videos. According to Unruly's research, the most critical days in a video's lifetime are those immediately following its launch:
Two years ago, Alvin, a teenager in Harlem, was walking down the street when he was approached by three NYPD officers. Without providing a valid reason for the stop, the officers proceeded to interrogate him, beat him, and threaten him with arrest, for, as they said, “being a f**king mutt.” What the officers didn’t know was that Alvin had been secretly recording the terrifying incident on his phone. Few Americans know what it’s like to live under the constant horror of “Stop and Frisk” - but for one moment at least, the rest of the nation could hear what it was like.
Twitter has launched a new video sharing app called Vine. At Cake Communications we like experimenting with new social media tools as soon as we can, so we can help guide our clients through the array of new platforms springing up all of the time. So here’s our cursory effort at our own Vine (disclaimer: made in two minutes!).
But what is it, and how can brands make an impact on Vine?
Here’s my at-a-glance guide to the media sharing phenomenon taking the internet by storm.