Vine, is the latest social media mobile app, which simplifies sharing of video content unlike any other app or software before.
Imagine, walking down the street, you spot something so eye catching that you wish you had a way of sharing a video of it with your friends. Vine, allows you to share videos on twitter, in under few minutes.
On 24, January, 2013 Twitter announced the launch of Vine. Vine is an application that allows users to post 6 second long videos on tweeter. These short video clips play in a continuous loop.
The launch of Vine was also announced at the Vine Blog. From the Vine blog we come to know that Vine works independently as well. “Although we’ve joined Twitter, you don’t need a Twitter account to use Vine (but signing up is a little quicker if you do!). We are thrilled to be part of Twitter, and look forward to the opportunities we can pursue together in the future.”
The downside of Vine from branding point of view
Whenever, any application or new feature is rolled out, a brand would explore its usability for brand promotion and advertising. On other video sharing platforms, a brand can do promotion with a video ad before the actual video starts or banner overlay ads, even link sharing in the middle of videos is possible on YouTube.
All the above methods of advertisements are not possible with Vine, as the video is only 6 seconds long.
Then how to use Vine for Branding
It is important for Brands to realize that the six second video can be the Advertisement itself. Initially, brands faced the problem of using the 140 characters long updates on twitter to its advantage. But most brands, have overcome that initial Twitter message dilemma, and are now able to use Twitter to interact with users to its full advantage. Just as the brands were able to promote themselves through 140 character messages, similarly, the brands will now have to figure out a way to promote themselves via six second long videos.
Here are some ways a brand can use Vine for promotional activities:
- Messages:
Vine is to video what a tweet is to text. The question is can a brand convey their messages in under six seconds? Tough but possible. This is where the creative team of a brand will be judged. If used creatively then the six second videos can be used to start user-engaging conversations. A simple example of using Vine for Branding is the creation of a set of advertisements which are six seconds long. After the first video of the set is released, the next one will only be released once the twitter follower target or retweet target is met. Some of the top brands such as GE, Wheat Thins and Armani are already using Vine for user engagement. - Contests:
An interesting way to use Vine is by creating contests around it. Again the creative masters will have to put on their thinking caps. It is very much possible to come up with intriguing contests around Vine. If you run an online restaurant directory, then a contest wherein you ask the users to post videos of the restaurants they have eaten is a simple example of how Vine can be used in contest creation. Another way is by asking users to pose and get a video clicked with the product/service offered by your company. The most creative video entry wins! Top names like Union J are a step ahead in initiating contests via Vine. - Share videos of your organization:
Giving an inside view of your organization helps the users in forming personal relations with the brand. Using the six second videos, a company can very easily provide the users with the inside workings of the organization such as office events, behind the scene activities, videos featuring employees, lunch time or other fun activities that the company is involved in. Some of the top names such as Jamie Cullum and Al Monitor have already started using Vine to share behind the scenes and organizational videos. - Product demonstration:
Can you find a way to explain what your product or service is all about under six seconds? Short, descriptive videos of products can help by increasing user understanding of the brand in an interesting manner. Checkout how Smirnoff UK used Vine to create an interesting product How-to video.
As of now the Vine app is only available for iPhone and iPod touch users.
It can be downloaded for free from the App Store. According to twitter, it will soon be available for download on other platforms.
Interesting! Let us know what you think about this new app.