Lowes Connecting With Millennials With Video
By Megan Zielinski, contributing writer
Lowes is connecting to consumers through trending social media channels, launching instructional DIY videos through Vine and creating easy-to-follow time-lapsed videos using Instagram’s Hyperlapse app.
On the unique social sharing site, “Vine,” Lowes has created new 6-second, rapid motion how-to videos for users to click through for detailed steps in three featured projects. The #LowesFixInSix profile has over 24,000 followers with nearly 30 million loops and growing—representing the number of views on all mini-series. There is already over 11,000 “likes” just between the latest Vine videos added. The three new videos visually guide viewers to build their own shelves, make a patio fire-pit, and layout a nice backsplash for the kitchen. The new content is an addition to a handful of engaging, entertaining short videos users will find when scrolling down the #LowesFixInSix Vine page—some videos incorporate a clever way to show viewers how to complete tasks with simple household items while others showcase innovative products available at Lowes performing in action. Lowes has included the tag #TapThruHowTo on all graphics that have step-by-step guidance, reminding viewers that the 6-second videos can be broken down into slower increments for laid-out directions.
Forget the expensive cameras and equipment to develop the best marketing content—Lowes has embraced Instagram’s newest handheld technology, Hyperlapse—shooting videos in motion at up to twelve times the normal speed. All three #hypermade projects focuses on repurposing items, transforming them into something useful and appealing for the home. The three newest videos show users how to simply construct a bench using pipe and a piece of wood, make under-the-bed storage from old dresser drawers, and turn an old piece of lattice into a memory-holder. Lowes Instagram page includes 725 posts with over 56,000 followers—the time-lapse videos may be the next best thing to portray projects from scratch to the finalized outcome.
Lowes is not the only brand harnessing the power of hyper-speed video to drive brand awareness and sales—since 2012, video marketing is becoming the most effective and popular way for retailers to deliver content. The videos are designed to better-engage with millennials, particularly females, which make up the majority of Instagram users at 68 percent. The standalone Instagram Hyperlapse app, making it on the list of the top five of most downloaded apps on iTunes, is being used by major companies including Nickelodeon, Bud Light, Disney, and Banana Republic. Up to 93 percent of leading brands use Instagram, with videos accounting for only 4 percent of brand content so far.