Thursday, June 20, 2013

Video on Instagram : The death of brand loyalty in the digital age?

Today Instragram made their announcement, Video on Instagram.

Instantly, social media flourished with news heralding Vine's first to market, "RIP".

The benefits of not only adding filters but an additional 9 seconds coverage making 16' was music to the ears of consumer Instagram users. I instantly thought of ways that I can offer easy to digest tutorials for photography along with capturing quick and beautiful videos to share of our own special moments. Or creating behind the scenes shooting videos? Wedding videos published instantly? 

But what of the companies left behind like Vine? Do they have a place still in the market? What will happen to their core client base? Will they jump ship as they flirt with the latest squeeze? Is Video on Instagram a long term trend or merely a passing fad? How brand loyal are we in the digital age?

Think back to some of the earliest global brands of the C20th like Coca-Cola and how their research and development can easily be leapfrogged by newcomers to the market and store owned brands who don't need to invest the same in R&D to bring a product or service to market. And think of how Apple overcame a loss of market share to reinvent itself, reclaim market share and become one of the world's most successful technology companies into the new millennium. I feel I was one of the last to get an iPhone but I got there in the end. 

What is brand valuation if it can be overruled overnight by a storming force like Facebook's plans for Instagram?

Will there come a day when brand loyalty especially with regards to the speed at which digital technology evolves, be a thing of the past.

I'd love to hear your thoughts in the comments on brand loyalty and if you're a Vine user, what are your plans to stay or go?


Catherine holds a Postgrade Diploma in Marketing from the University of London, graduated as a Chartered Marketer, was formerly VP and Head of Advertising for Dresdner Kleinwort Benson investment bank, and General Manager, Head of Marketing Communications & Corporate Design for Transport for London. 

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