But considering that Snapchat is responsible for popularizing the vertical video format experts said that Spectacles were likely to catch on. Vertical video has always been preferable on mobile phones, but never before did a social network prioritize it, said Greg Swan, vp of brand innovation at space150. It was Snapchat that made it the gold standard.
“If this popularizes as fast as vertical video, we could expect to see my-eye-view video permeating not just Snapchat, but starting to come into other social channels and even TV production in the coming year,” he said.
Plus, it also has a cool and hip vibe, and is at a much lower price point than Google Glass in the past.
“While Glass was call-and-response, like ‘open maps’ or ‘take a photo,’ Spectacles are social — they are additive to the user’s social presence and not dependent on it,” said Swan.
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As much as brand marketers acknowledge the need to be natural and communicate in an “authentic” voice, these event-glomming, Oreo-copying tweets don’t appear to be coming to an end anytime soon.
But perhaps a shift in perspective is on the horizon. As Britton sees it, the future of social media marketing should move from this obsession with real-time to what he calls “predictive” marketing.
“When it comes to events like the Emmys, the most entertaining tweets are going to be from your friends, not brands,” said Britton. “The next phase is about consumer predictions — taking the notion of big data and putting it toward predictability to have content out there before consumers are seeing it on TV or before everyone else is doing it.”