Do you Magisto? Probably I'm late to the party with this app, as I usually am with tech stuff, but since I just introduced it to my digital-savvy wife there's a chance I may be telling you something new. And brands in the US already seem to love its potential for attracting user-generated content. So what is it?
Magisto is an app that accesses the videos and photos on your phone, lets you select a few, and then transforms them into a short and very stylish little film. It allows you to select the visual style and even the soundtrack - or you can choose a piece of music from your own collection. You can tell the story of your vacation in Greece, your best friend's wedding or - as I recently did - your adventures in Cannes. And of course you can share your masterpiece. It's the perfect tool for the digital generation, as it makes you feel creative, when in fact you're not doing anything creative at all: you're just ticking boxes, and the algorithm does the rest. It's about as creative as filling in an Excel sheet. And it already has more than 38 million users worldwide. Recently, according to Adweek, science and history channel Discovery asked Magisto users to send in their travel films and thus generated 800,000 co-created movies for its site. Maybe I'll get as bored with Magisto as I did with Vine. But right now, I'm enjoying playing Spielberg with my phone.
