Introducing “APPtitude”

As of June 2013, there were 900,000 apps available in the iTunes app store. So how is it possible to know which apps can help drive marketing efforts and which are a waste of time?

The answer: “APPtitude” — a new feature by TPN’s Millennial Minute that will highlight the latest and greatest apps, app news and how each can tie into retail marketing efforts.

This week’s featured (and inaugural) app: Instagram.

Background

Instagram launched in 2011 as the iPhone version of a classic Polaroid camera. Most of you probably downloaded it. Or, your kids did. Facebook recently bought the app and last week it launched a new feature that allows users to take short, 15-second videos, in addition to photos.

Why does this matter?

Earlier this year, Twitter launched Vine, the first app of its kind that allowed users to upload six-second videos. As a user of Vine, I’m not overly impressed. It lacks features to create videos truly worth sharing.

Instagram’s new video feature is essentially the same concept, but has quickly blown Vine out of the water. Here’s why:

  1. Instagram already has an established user base — people understand the app, how to use it and what kind of content works best. The video feature falls quite naturally into the structure of the originally photo-only app, making the video easy to use.
  2. Vine users weren’t quite sure what to do when the app first launched. Stop-motion movies are a lot of work, and for only a six-second video … worth the time investment? I’m still on the fence… On the other hand, the quality and beauty of seasoned Instagram users’ photos translates into their Instagram videos. This gives direction to all users and remains within the user-established Instagram style standards.
  3. Instagram includes features that Vine users have been asking for since its launch.  The most notable: the ability to take front-facing video for — of course — video selfies.

What does this mean for brands?

Brands have just started to discover ways to connect with their audiences through Vine, but Instagram provides an already-established user base, cutting out a huge portion of the work required when connecting to audiences through social media.

Further, Instagram already established itself as a lifestyle-focused app, giving brands the ability to connect with audiences on a very unique level. The addition of video will simply extend the ways in which brands build meaningful social relationships.

 

Feature photo credit: www.digitaltrends.com

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