The introduction of short form video – first with Vine and now on Instagram – is exciting for the ‘creative’ in all of us, enabling greater self expression, playfulness and experimentation. Additionally, it provides brands with a dynamic canvas to share their distinctive point of view – but within that opportunity lies a subtle challenge: if you want to play in this space, you need to know who you are first. As the web grows closer to mirroring (and potentially merging with) the offline world, platforms will continue iterating and innovating because that’s what humans do. MySpace, Facebook, YouTube, Twitter, Pinterest – each new platform brings a new way to create, express and share. How brands choose to tell their story – across what platforms and in what way – will become increasingly human – complex and exciting. – See more at: