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Coca-Cola to double volume of short-form social videos

Coca-Cola is set to double the amount of short-form videos on its social platforms in 2014, according to head of brand activation Chris Deere.

The drinks giant has revealed to The Drum that after seeing recent successes with short video, including its Coke Zero campaign in the lead up to the release of Skyfall, the medium is one Coca-Cola is keen to invest in.

“With audiences flocking to video platforms like Instagram and Vine, our attention has been here for some time,” said Deere.

“The success of our short video content in the last two years has really proved its value. The key issue for us is engagement: in a time when it’s tougher than ever to get organic reach, short video delivers the outstanding engagement we need. We’ve made this a priority, and in 2014, we’ll be doubling the volume.”

According to figures from, nine in 10 brands plan to increase their spending on online video this year, with 31 per cent that they will take money out of their TV broadcast budget to do so.

You can read more about whether 2014 will become the year of short-form video in the the latest issue of The Drum.

Subscribers can access a pdf copy of the latest issue here.

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