SXSW 2015 Short-Form Content Panel Gaining Momentum; When the Glimpse is Worth More Than the Glare

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Frank Danna, Sr. Director of Brand Strategy at Softway Solutions, will be joined by Annie Park of Mashable, Darren Lachtman of Niche & Michael Platco of Snapchat to host a panel about capturing the attention of audiences with short-form content. The panel will be held at the Hyatt Regency Austin, TX at 5 PM on Monday, March 16, 2015.

Short-form platforms have taken the world by storm and we are still in the early days of this game-changing storytelling medium. I'm very excited to share my take on this topic at SXSW this year! - Frank Danna

Danna is a seasoned vet at creating short-form video content for Vine and these "micro-videos" created through stop-motion animation have paved the way for brand engagement with videos on social media.

Advocates for attendance at "When the Glimpse is Worth More Than the Glare" include SXSW's Social Factor who listed it as a Top Pick and an advertising and research agency, Mattr, who mentioned the panel in their SXSW Schedule Sampler.

The upcoming panel at SXSW 2015 Interactive will be focused around the concept that short-form is effective at reaching a younger market whose attention span has decreased over the years. According to the U.S. National Library of Medicine the average attention span decreased from 12 seconds in 2000 to 8 seconds in 2013.

The Vine, Instagram & Snapchat platforms have been all the rage of trendy marketing tactics but as with traditional social media, the discovery phase of these new platforms is creating trends of its own. This panel will discuss these trends as well as content styles and the impact of influencers.

Frank Danna joined by then partner, Hunter Harrison, became part of Softway Solutions last year during the acquisition of their micro-content production agency, parabox creative. Together, they have produced social content for global brands such as Samsung, BMW, JLO, Coke, ESPN, and Nintendo.

Softway Solutions is an interactive marketing agency delivering seamless digital integrations since 2003 and currently employs over 200 full-time staff members in Houston, Texas, USA and Bangalore, India. Offering services such as multimedia, user experience, branding, software development and digital marketing the company focuses on providing integrated products that drive profitability. This attention to maximizing return on investment has served as a key element of Softway Solutions' growth; the company has been named one of Houston Business Journal’s “Fast 100” in both 2011 and 2012.

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Kristen Gerner - Communication Director
Softway Solutions, Inc.
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