#SXSW: Is Brevity the New Big? - Page 2
In video, Vine has decided six seconds is right. The key is to keep people engaged. You still have to make good content, but brevity facilitates that.
Bourque: What's the value of short formats?
McPheters: Short communication means no-frills. Everything is more efficient, and as a byproduct, people are forced to be more direct. This speeds the process of production and consumption.
For social selling, it goes back to showing people the essence of what we are offering. A quick, easy chance to get involved in an online marketplace for whatever reason, and to do so without any kind of stress, delay, cost, or any other intrusion.
For other forms of short communication, the benefits are the same--enabling consumption in ways that fit our new, more active lifestyles.
Bourque: Video has Vine. We're seeing lots of examples of other Twitter-enabled apps here at SXSW. What's the next communication medium to take on shorter signals?
McPheters: Transactions/mobile. Again, people are doing everything on the go. While social has sped up many elements of the game, there are still way too many steps to transact through modern e-commerce. That said, this is quickly changing as business and commerce happens through mobile every day.
Buying/Selling/Trading in general still has a long way to go.
Bourque: Do you have any good tips on how to get the most from fewer characters and fewer minutes of content?
McPheters: Write, subtract unnecessary words and go again. Rinse and repeat! The greatest copywriters make perfect use of every word, the same can be said for video producers as it relates to content production in general. Anything can be de-cluttered when non-essential elements are removed. The audience has arrived at this formula on their own, they want to just get to the point and make their interaction simple. It is up the tech landscape, and sites like CLDmkt and vine to help people express themselves in the shortest, most direct way possible, yet still get them what they want.