An extract from the FIPP Innovations in Magazine Media 2014 World Report.
Unwrapping your favourite candy bar and eating the whole of it: It doesn’t get any better! Quick, delicious, instant gratification.
Like candy companies, magazine media have lately had success offering consumers quickly and easily digested bits of content that deliver maximum satisfaction: the mini-video clips from Vine (owned by Twitter) and Instagram (owned by Facebook).
To access an endless feed of mini-videos requires no more than tapping the Instagram or Vine app icon on your smartphone. No need to search for and load a video. Just open the app, tap, consume, swipe, tap, consume, swipe over and over again. Like those chocolate treats, it’s impossible to consume just one.
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