A new frontier: Pioneer brands using Instagram Video

As short movie making apps for mobile phones rise in prominence, the latest contender for the throne has garnered global attention within days of launching. Polished and very easy to use, there are already numerous campaigns on the platform worth talking about.
Then again, that’s not surprising. Instagram Video isn’t just an update to the world’s most popular photo sharing service, it’s also owned by Facebook and partly born out of a need to compete with Twitter’s Vine, which has attracted 13million plus users since arriving earlier this year. Hardly the kind of new platform that will pass by unnoticed then.
So over the coming months we can expect to see plenty of brand activity aimed at both. But, given it has only just been unveiled, we thought it would be interesting to look at some of the best work to have graced Instagram Video within the first week, making the most of its superior editing and filters to promote businesses in innovative and eye catching ways.
Michael Kors
The New York based fashion designer offers a snapshot of his daily life, or #instakors as he dubs it, in this fittingly slick showreel that also doubles up as a commercial for the lifestyle his brand sells to consumers.
Charity Water
Focusing on the idea of storytelling, this not-for-profit organisation reveals how its work in India has helped local people by filming the distance one woman now has to walk in order to get fresh water. All 14 seconds worth.
Burberry
The British clothing institution presents its Spring/Summer 2014 Prorsum menswear collection on the new platform. And it looks like any advertisement for an aspirational designer label should; beautiful.
Lululemon
The firm that makes ‘components for people to live long, healthy and fun lives’ shows how one exercise mat tells many tales by utilising Instagram Video’s sophisticated editing tools to run through various settings.
Jamie Oliver
Celebrities have been quick to start posting content, with Jamie amongst the most prolific to date. His oeuvre of work available to watch currently includes behind the scenes clips and a guide to harvesting new potatoes.
Urban Outfitters
The high street giant has gone for one of the safest gambles in the campaign guidebook. Footage of a cute little dog playing with a ball is hardly innovative, but nevertheless picked up 4,000 likes in 12 minutes.