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Vine: What is it and is it any good?

12 June, 2013

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If you use Twitter – professionally or personally, you’ve probably seen an increase in six-second looping videos in your feed. They come from Vine. This recently launched mobile app from Twitter is perfect for video blogging or ‘vlogging’, allowing users to create and share short video clips up to six seconds in length, which play on a loop to Twitter and Facebook.

Tempted? Here’s some simple steps to get started on Vine and help ensure it’s part of your Twitter strategy.

How to set up a Vine account

  1. Download the Vine app from iTunes for your iPhone, iPod Touch or iPad
  2. Create a Vine account using your Twitter profile or email address
  3. Find people to follow by going to your profile and clicking the People icon at the top right of your screen.
  4. Connect your Facebook account to share videos on Facebook, too (personal profiles only)
  5. Click the video camera icon on your screen to start recording. Tap and hold your finger on the screen to record; release to stop recording
  6. When you’re finished, click Continue to share your video on Vine, Twitter and Facebook

Now I am sure you’re wondering, how can I use Vine as to engage with customers and strengthen my Twitter strategy? Well here are just a few examples of how you can do so:

Tips and ideas on how to use Vine for business

(1) Product Launch or Rebrand

If you’re about to introduce a new product or service, start generating buzz by giving viewers a sneak peek. Vine also works especially well for long-awaited product updates, new model year designs, new branding, and upcoming line extensions. Link viewers to your website where they can get more detail.

(2) Virtual Tour of your Building or Team Office

What do your four walls say about your brand? If it enhances your image in any way, give viewers a glimpse of your space. You could be trying to communicate your cool factor, update customers on your renovation project or put faces to names that customers are familiar with but haven’t met.

To help summarise what works well, I’ve picked a couple of examples to demonstrate, enjoy!

(3) Build Brand Equity (Urban Outfitters)

This Vine is great as it shows two cute dogs, and two absolute truths in marketing are that sex sells and people love to share content about animals. By understanding what your customers like, then sharing relevant content, you can help customers identify with your brand.

Secondly it just has just two different clips in it, so it’s not painful on the eyes. In my opinion, the best examples use a single continuous clip or motion capture so the viewer doesn’t have to try and take in several different camera angles in just six seconds. I would suggest that unless there’s a particularly pressing need, Vines should be limited to around three of four different shots otherwise it can dilute the impact.

(4) Run a Competition (Doritos)

Another great example. The clip contains a single idea, but it’s incredibly creative and fun to watch. Doritos is also one of the few brands that have made use of the fact that Vine records sound as well as video. Finally, this clip ties into a competition so it serves a purpose beyond simply testing out Vine to see what it can do.

Before you embark on a Vine campaign, it is a good idea to understand the pros and cons. It also helps to make sure you and your employees are up to speed with Twitter and you may even consider some Twitter training or seek advice on Twitter integration before you do so to really help maximise your companies use of social media channels.

Vine: Pros and Cons

Pros 1: A Popular New Format

Video blogging or ‘vlogging’ as it’s popularly known is swiftly emerging as one of the most popular ways to communicate with your target audience, bringing to life your key messages and giving a human face to the campaign. Moving images attract attention, making Vine a viable marketing tool. It’s a cross between graphics and video, a high-level version of the traditional animated GIF.

Pro 2: Brevity Focuses Creativity

Users can only make six-second videos and post-production is non-existent on the app. Vine’s time limitation plays to the app’s advantage, since the average attention span of an adult who isn’t concentrating is seven seconds.

Pro 3: Extension of Reach and Integration

Vine offers the capability to share videos on Facebook and Twitter, and to embed the videos on a blog or website. These abilities offer brands the opportunity to extend their reach to a larger audience and integrate marketing efforts over several platforms.

Con 1: Quality Control

Right now, Vine’s biggest drawback is its reputation. Four days after launch, a pornographic image was featured in the “Editor’s Picks” section of the app.

Though the majority of videos that appear in the Vine feed are family friendly, this is un-moderated, user-generated content and Vine’s terms of service don’t prohibit pornographic content. That means that your customers could come across unsavoury videos if they use the app on your recommendation.

Con 2: Creating Effective Calls to Action

Another major hurdle the time restriction presents is the challenge of incorporating an effective call to action. Generating leads will be extremely difficult without an easy way to link from the app to additional information.

In conclusion, Vine has a long way to go before the app can contend with video powerhouse YouTube as an effective marketing tool. However, Vine has a lot of potential and could give YouTube a run for its money once Twitter irons out a few kinks.

Vine: What’s your view?

Have you recently started using Vine? – if so, what do you think of it? Have you had any positive or perhaps negative customer feedback? Maybe it’s something you’re considering as part of your Twitter strategy but are not quite sure how to go about it? Let me know.

For more information about how our services can help maximise your digital marketing, sign up to my blog to receive expert tips delivered direct to your inbox every Wednesday or contact me directly.

 

 

  • […] why – videos can convey a message one hundred times more powerfully than text. Twitter-owned Vine is a shining example of this and has dominated the video-sharing trend in […]

    1. […] why – videos can convey a message one hundred times more powerfully than text. Twitter-owned Vine is a shining example of this and has dominated the video-sharing trend in […]

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