How much impact can you make in 6 seconds?
That’s the question that brands are asking themselves when it comes to the newest offering to the world of social media, Vine.
Launched for iPhone on January 23, 2013 it has already generated a ton of buzz (some unwantingly) and brands are already looking at ways that they can leverage this new tool in their marketing plan.
But before you jump in head first and start posting, let’s take a look at Vine and what it might mean for your brand.
What is Vine?
Owned by Twitter, Vine is an app (currently only available on iOS) that allows users to create and share 6 second videos from their phone or tablet. The app has been described as a cross between YouTube and Instagram where videos are uploaded and posted instantly on the Vine app while allowing users to tweet and share on Facebook.
Why it works.
6 seconds is longer than you think, and also shorter than you think. It is long enough to speak in quick sound bites, make fast announcements and spout out taglines. It is also short enough not to lose viewers’ interest. The videos playback on the Vine app and loop much like an animated GIF – watching to see where the loop ends and begins can be very addicting.
Why you need to think about it.
It’s popular. Right now people are talking about Vine every day. That buzz is creating an opportunity for brands to jump on and create content that people will see and like and talk about within their networks.The looping action of the videos also lends itself well to some very creative and artistic opportunities that can lead to more shares and exposure.
Why you need to think twice about it.
A 6 second looping video may not fit into your marketing strategy or brand voice. Forcing yourself or your brand to use a new tool just because it’s available isn’t necessarily a smart move. We would suggest sitting down with your Marketing and Social teams and thinking about opportunities and options for determining your next steps.
Do we think it will last?
Yes. While there are still improvements to be made (filters, sharing videos from other users’ feeds, draft status, availability on Android and BlackBerry) before it becomes as good as it gets, it has loads of potential. Vine also has respected ownership with funds that can be accessed for improvements. Vine is the evolution of Instagram that we believe the world is ready for and the more available and advanced it gets, the more useful it will become to brands.
Our advice?
1. Have someone on your team download the Vine app and create a brand account with your information.
2. Sit and talk with your marketing and social media teams about the opportunities Vine presents and if it can apply to you.
3. Investigate what other brands are doing.
4. Make a strategic plan.
5. Most importantly: Do what is right for your brand!
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