Most marketers find it difficult to keep up with all of the latest apps, perhaps because there is so much clutter flooding our news-feeds and inboxes on a daily basis. That is why I am here to tell you to try the new app called: “Vine”.
What is Vine?
Some people have called Vine “the Instagram of video” while others have called it “Twitter’s video-sharing tool”.
In short, Vine is an app that makes it easy to create and distribute video clips that are a maximum of 6 seconds long. Similar to the animated GIF, these short videos (or “scenes” as Vine calls them) play automatically, loop continuously, and are muted by default.
Vine’s recording tool is what really sets this app apart. Rather than pressing the record button and recording six straight seconds of video, users can stop and start recording at will. This function allows users to easily create stop-motion style videos with their smartphones.
Users cannot edit their Vine videos after recording, nor can they import videos from elsewhere. While these limitations (not to mention the 6 second time limit) may cause frustration for some users, most will understand the necessity once they begin using the app.
How does Vine work with Twitter?
Vine’s interface is straightforward and easy to use. Simply:
1) Sign up for an account
2) Create a “scene” (AKA short video)
3) Distribute by sharing on Twitter or Facebook
Here is a video that shows How to Use Vine.
Twitter acquired Vine in 2012, but luckily for non-tweeters it is possible to sign up for an account without using Twitter at all (users have the option to sign up with an email account). However, most users will elect to integrate the two services entirely since Twitter is the best way to share “scenes” with friends after they are created.
What are the marketing applications for Vine?
Photos tend to get more fan engagement on social media than videos do, which is probably why Vine introduced what may be a happy medium. The potential marketing applications for Vine are limitless, and it is going to be exciting to watch marketers find new and creative uses for the app. For now, some companies are using Vine to create:
-Helpful how-to videos
-Product demos
-Mini commercials
-Behind-the-scenes footage of the workplace
There are other potential uses for marketers to consider:
-Location marketing: It is possible to add geo location data to Vine posts, which can be useful for business owners trying to bring in local customers. Imagine that you are trying to choose a place to eat dinner, when all of the sudden you look to Twitter and see a chef sautéing some beautiful shrimp at the restaurant down the street. Yummm, I think I’ll go there!
-User generated content: Post a question to your social media pages and ask your fans to respond with Vine videos. If your fans are any good, the best responses will probably create a buzz on your brand’s pages!
-The carrot, not the stick: Use your brand’s best Vine videos as an incentive for fans to interact with your brand on social media. Share your best content as a tease, and then tell your fans that you will only release the next video in the series once your page reaches certain follower or retweet milestones. This method is particularly effective with Kate Upton commercials.
For right now, it may be too early to tell whether or not Vine is here to stay. What we do know is that Vine’s 6 second time limit has the potential to revolutionize the way we share videos on social media. After all, less than ten years ago a lot of people thought the idea of blogging in 140 character increments was a silly idea…
Have a creative idea for Vine? Tell us about it in the comments!
Post written by Tom Ritter. To learn more from Sociality Squared, become a fan!