Join the new trend in videos – GO VERTICAL! 

The digital world is forever changing. Technology is always adapting itself to the needs of its users. Initially, the only source of content for videos was YouTube. The digital world was largely text based, then moved to images with people uploading pictures from their daily adventures on it. The instant sharing pictures of everyday life led to the birth of Instagram. Even though it seems as though videos have always been around – initially they were uploaded to the Facebook timelines (previously known as Facebook wall).

The success of Snapchat, pushed Instagram to develop the Insta Stories, where users could upload and share bite-sized videos of upto 15 seconds of length. The staggering number of Insta stories being shared daily, prompted Instagram to start IGTV.  YouTube had previously introduced vertical videos. The home videos, mostly captured on smart phones, sometimes make their way into the YouTube users channel at times.  In recent times, however, popular music artists such as Selena Gomez started releasing vertical versions of their latest music videos:

The History

Vertical videos are those that were shot with mobile phones or cameras in portrait mode – wherein the videos are taller rather than wider. The popularity of mobile apps, such as Snapchat and Periscope allowed its users to upload videos in vertical mode. In fact, in 2015, according to Mary Meeker’s (a partner at Silicon Valley venture capital firm Kleiner Perkins Caufield & Byers, Internet Trends Report, the use of vertical videos went up from 5% in 2010 to 29% in 2015.

One of the forerunners of vertical videos was of course the short-lived short form video hosting service, Vine, where users could share six second-long looping video clips. It was eventually bought by Twitter a few months after its launch in October 2012. A funny video by Viner Thomas Sanders and YouTuber Jon Cozart highlights the basic differences between the two platforms:

Vine eventually shut down in 2016, and all the viners where forced to abandon ship and join YouTube. Perhaps that and the rise of vertical video usage promoted Instagram to finally launch their own IGTV.

So,  why IGTV?

IGTV is a long-format video application within Instagram which also has its own stand-alone app. It allows users to set up their own IGTV channel and post video content that can span upto as long as an hour. It’s built for watching videos on the phone, so you get to watch full screen, vertical videos instead of square, horizontal ones that are too tiny to please the eye.

Instagram shared a blog post where they talk about IGTV in detail:

Moreover, when it comes to brand building, IGTV is a game changer!

Over the years, brands have invested a lot in the traditional format of YouTube videos i.e. horizontal video, with the launch of the vertical video format i.e. IGTV, what happens to all the content created to engage with the audience?

Well, YouTube, for one, didn’t want to stay behind (being one of the top platforms for video viewing) and immediately responded by introducing vertical videos. Click here to get see one. Don’t forget to view it on your mobile:

Move on to the current trend with BC Web Wise Productions.

Don’t get left behind on the trend – convert your horizontal videos into vertical ones!

We present to you, a good opportunity to repurpose all the videos for your brand, in a format convenient to your target group, in a cost efficient way. Here at BC Webwise, we bring brands closer to their audiences by creating videos that inspire, engage and compel. We have created everything – from brand films and corporate videos to short films and web series – we know how to make a video that will work for you!

You can check out the work we have already done, right here.

So, let’s make the best out of it together, for your brand and your audience.

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The Age of ORM: How highly responsive brands are winning the digital game

The-Age-of-ORMCustomer service is becoming a major differentiator for brands. Some call it a new religion for business.

To provide customer service, it’s important for brand managers to be aware of their online presence and their strengths and weaknesses on social media.


Ajay Malvankar, Associate Director- ORM, BC Web Wise

A successful social service strategy depends on brand managers’ ability to recognize and address both positive and negative customer feedback.

The primary purpose of Online Reputation Management (ORM) is to bring positive reviews and aspects of your business to the forefront, while addressing and neutralizing negative comments about your products and services responsibly.

Reputation leads to Revenue

A business’s reputation is arguably its most valuable asset. How your organization responds to customer complaints and compliments can affect your brand’s image.

Once it gets a bad reputation, everything about the business is affected dramatically. The reputation of your business is the key factor in sustaining your customers and making new clients and prospects.

ORM is basically a method to recognise, observe, and persuade online consumers about the reliability and brand image of your company. A good ORM strategy uses the internet and social media to enhance a brand’s image, credibility, and awareness, and identify new business opportunities.

Response Management across digital platforms

Whether the problem lies in the perception of the product, service, or with customer management – the right ORM consultancy can help you get to the root cause of social media negativity.

ORM experts work with a huge amount of online data and classify online conversations around your brand, thereby increasing the quality of insights and enabling informed decision making.

The ORM approach to enhancing the brand’s online image includes:-

  1. Responding to user reviews & comments
  2. Weakening negative comments
  3. Monitoring social media review sites
  4. Producing positive material to defeat negative scores


Before it’s too late!

From the customer’s prospective, how soon a brand responds to them is very important. Maintaining your turnaround time (TAT) can become difficult when the conversation flow is very high. On the other hand, consumers don’t shy from displaying their loyalty for highly responsive brands.

Consequently, a dedicated and always-on ORM process becomes an essential part of the digital marketing mix to build a great business reputation online.

In conclusion

Social media insights, negative and positive feedback, user reviews et al are extremely valuable to the continued improvement of your business. Engaging your online audiences while keeping the above tips in mind can help brand managers take fast decisions.

To know how we can help your business win the online reputation game, contact us today.

Essential Digital Marketing Tools for Brands – Chatbots

There has never been more pressure on businesses to keep pace with the hyper-competitive digital environment and deliver a wide range of digital capabilities. In our new ‘Essential Digital Marketing Tools for Brands’ knowledge series, we explore the most relevant tools that marketers can and should leverage right away to drive digital visibility and RoI for their brands.

Today, we talk about Chatbots, why they’re a big opportunity, and ways for brands to start leveraging them for business.


A Chatbot is a computer program that conducts a conversation via auditory or textual methods. Most Chatbots use Artificial Intelligence (AI) and Machine Learning (ML) algorithms to process language, mimic a conversational interface, communicate and perform tasks for a user.

Such programs are often designed to convincingly simulate how a human would behave as a conversational partner, thereby passing the Turing test. The Turing test essentially assesses the machine’s ability to exhibit intelligent behaviour equivalent to, or indistinguishable from, that of a human.

Today, many websites use Chatbots to manage and guide their customers and clients. They are typically used in dialog systems for various practical purposes including customer service or information acquisition. They can also be integrated with E-commerce platforms, allowing brands to monetize their social media accounts and instant messaging profiles.

How Chatbots work:

There are two types of Chatbots – those that function based on rules, and those that are supported by an AI Natural Processing Language (NPL) engine. NPL, integrated with artificial intelligence, allows a Chatbot application to understand human speech, text messages, images etc.

Chatbots that have rule based functionality are comparatively more limited than those that work with AI as they only respond to specific commands; and AI-based bots need somewhat more complex integration than the basic rule-based bots.

AI-powered Chatbot tools are more dynamic as they respond to language and do not require specific commands. They are continuously learning from the conversations they have with users and can therefore help fulfill an array of tasks without monumental amount of programming.

The biggest advantage of using bot tools is that they are robust and have very good infrastructure support in terms of compute power. Secondly, they are pretty easy to learn and use as most of these tools provide GUI interfaces for creation of the bots. As these are all API driven and SaaS modules, there is no need for any type of coding as such. The deployment of the bot is an easy process too.

Which Chatbot tool to opt for?

There are many bot tools available today in the market. Right from free versions to enterprise solutions, simple to complex, there are several options. Here is our pick of the best bot tools out there that brands can explore to improve their digital engagement –

IBM Watson Conversation

IBM’s Watson Conversation allows you to quickly build, test and deploy a bot or virtual agent across mobile devices and messaging platforms (like Slack) or even on a physical robot. Conversation has a visual dialog builder to help brands create natural conversations between apps and users, without any coding experience required.

API.AI from Google

With API.AI, marketers can create conversational scenarios within minutes; then build advanced dialogues to manage the conversation flow with the user. Once the agent is built, it can be integrated with SDKs. When the product is launched, it constantly improves through machine learning and can be updated in real-time, based on user interactions. These  APIs can be used for  wearables, apps, automotive industries, Smart Homes as well as Smart TVs.

Lex from Amazon Web Services

Lex is a service for building conversational interfaces into any application using speech and text. Amazon Lex provides the advanced deep learning functionalities of automatic speech recognition (ASR) for converting speech to text, and natural language understanding (NLU) to recognize the intent of the text. This enables marketers to build applications with highly engaging user experiences and lifelike conversational interactions.

Facebook Messenger

Facebook Messenger lets brands building their own bot directly through the platform’s landing page. Though this method may be a little bit more complicated, there are many helpful resources that Facebook Messenger provides to make the task easier. With full-fledged guides, case studies, a forum for Facebook developers, and more, you are sure to become a professional Chatbot developer in no time.


Chattypeople is the best chatbot platform for creating an AI chatbot on Facebook with Facebook commerce integrated. With Chattypeople, marketers can create a Facebook message quickly and easily with no coding required. The platform’s simplicity makes it ideal for entrepreneurs and marketers in smaller enterprises. You can make a simple bot that can answer customer service questions and integrate it with your website.

To empower your digital business with high-value Chatbots for any use case or channel, speak to us.