Qwiki: An Impressive Yahoo! Acquisition

Public Relations is all about storytelling, right?

We All Have a Story To Tell

Image sourced from Flickr user Magenta Rose

It’s all the buzz, especially since the advent of social media gave organizations the platforms needed to engage with customers directly in real-time. In 2010, Forbes article “Marketing 2.0: Less Spin, More Value” explains that “Marketing is less about generating one-to-many discussions and more about creating an ongoing dialogue with customers.”

Not surprising, then, is the rush for organizations to use apps like Instagram and Vine to tell their brand’s stories.

But sometimes the story we need to tell is too long for a 140 character message, a filtered image or a 6-second, looping video. Don’t get me wrong – I love these apps. Sometimes, though, we need a better way to really tell a story – one that might be longer than 6 seconds.

Enter Qwiki – One Tap Storytelling


If Instagram owns photos and Vine owns videos, Qwiki owns slideshows.

Yahoo! bought Qwiki on Wednesday, July 3 for about $50 million in the latest of a string of acquisitions and improvements made under the leadership of Marissa Mayer. In short, the app allows users to meld photos and video clips into longer, beautifully edited stories set to music. For example:


Qwiki users have two options: automatic or custom. So, if I am in a rush I can have Qwiki automatically create a slideshow on my behalf, based on periods in which I capture photos at an increased rate. Then, I can edit the slideshow’s music and captions afterwards. Or, if I want to tell a more specific story, I can personally choose the photos and video clips that go into my slideshow – up to 25 of them.


When should you use it?

I think Qwiki is super adaptable for any story you need to tell, but here are some Qwik ideas that I’m excited to use Qwiki for:

  • Product launches – Photos of your product flashing between video testimonials from beta users.
  • Travel destinations – Photos of your tropical beach set to music that captures the essence and personality of the scene.
  • Event recaps – If you take part in tradeshows, festivals or any other kind of special event, you’re probably taking photos throughout the day anyway. Why not throw them all together and publish a highlight reel?

Qwiki provides an enhanced ability to tell your story. Filters are available to make your materials look awesome and hashtags are used to make sure your posts are discovered. But in addition to those now-common features, music is included to add a new dimension to your story, and you have more time to get your point across.

How will you use Qwiki to tell stories?


About Jim Mignano

Jim Mignano is a young professional practicing and learning Public Relations in Rochester, NY. He is passionate about the possibilities that digital media provide and loves utilizing new platforms for a variety of functions. James' blog is about people and the technology they use. It's about communication and persuasion... the old and the new ways of doing things... the struggle between sticking to the tried, true recipes and experimenting with intuitive, innovative ideas. It's an extension and reflection of James himself: the convergence of ambition & ability.
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One Response to Qwiki: An Impressive Yahoo! Acquisition

  1. Pingback: Event Planning with a Bang | Spin It Straight

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