TYPES, TIPS, AND TACTICS OF VISUAL MARKETING 35 YouTube has been the grand dame of video since its inception in 2005—every minute in 2013, 100 hours of video footage was being uploaded, which was an increase of 100% from six years earlier.8 Featuring videos of varying lengths, YouTube has become so respected for its video 9 content that it now ranks second as a search engine to Google. With sites like YouTube paving the way, the power of video continues to evolve in ways that make it easier, faster, and more cost effective for companies to produce and consumers to engage with. Apps like Vine, Instagram, Kik, and Viddy have evolved with consumer attention spans and preference for short-form video. These apps are available only on mobile devices, and they are meant to capture and share short-form video in real time. Sites like Pinterest and SlideShare now allow video in addition to pins and pre- sentations. Platforms like Tongal have also popped up due to the demand from companies to crowdsource user-generated video content. The popularity and variety of video platforms provides a prime oppor- tunity to reach a large number of people and leave a lasting impression. In order to use video to connect with your customers on a deeper level, companies need to align their video goals with their audience needs. Companies also shouldn’t be afraid of showing a little personality. No matter how well a video is produced, if your target audience doesn’t find the information valuable, they won’t watch or share the content. There also needs to be a strategy behind the mix of video content produced, in terms of types and platforms used. This strategy can be determined by the desired message, video length, consumer interest, and the company’s ability to film and share in real time. From Evian’s dancing babies to the Old Spice Guy, companies have successfully extended the life of already popular advertising campaigns. When music phenomena like “Gangnam Style” and the “Harlem Shake” went viral, some companies joined in on the fun by filming their own par- ody videos. Companies have also used video to forge partnerships with celebrities or movie phenomena, such as when Pringles joined forces with Star Wars to host a crowdsourced video contest with its fans to channel “The Force for Fun.”