At the beginning of 2013 Twitter released a new app called Vine and for those who aren’t familiar with Vine, you can create 6-second videos or 6-seconds of stop motion video. While it started out as users creating short-form videos of random stuff, some extremely creative and some not so much. It has now matured into brands using the new kid on the block to reach their audience in a new way. I’ll be honest, I wasn’t sold on the Vine from an IMC standpoint, but quickly retract my thoughts after a friend created a company around helping brands use this new emerging media and has been very successful.
A brand can create short creative ads and embed these into a tweet. Here is a sample what he created most recently for Pillsbury Toaster Strudel and their “Breakfast Buccaneer” theme. Pretty creative, right?
Peek Behind The Curtain
I previously mentioned this in my post about Instagram, but it remains true with Vine also. The major benefit with Instagram is the 15-seconds of video, but Vine makes you get more creative in your usage.
New Product/ Product Demos
Vine is a great emerging media tool to showoff a new product. Debut the new product or show it off in action through short teaser videos that will help in building excitement or buzz around the product debut.
Vine is a great tool for having your followers create content with a corresponding hashtag. Disney pulled with the premier of their Vine account, in which they asked people to Vine your Disney side for a chance to win a $1,000 or grand prize trip to Disney.
One of the best brands out there has to be Lowe’s and their #lowesfixinsix videos. They use the six second platform to create short how-to videos or little creative hacks for around the house. Knowing you are getting valuable ideas that are short and to the point has already gained Lowe’s over 15,000 followers on Vine.
If you would like to learn more about Vine, I would recommend reading Social Media Examiner’s post on 16 ways business are using Vine. In the article, they highlight other uses of Vine, which may come in handy if you decide to add this to your content strategy. Most importantly, just have fun with the app and show the human-side of your brand or business. Those who use creativity and humor are the ones getting largest amount of followers. As Vine grows (no pun intended) I will be interested to see if or how they monetize the platform going forward. In a world that thrives on shorter content and more visual, I see Vine having a bright future as more and more people start to adopt this new tool for their brand.
What do you see as some of the biggest barriers for those brands who haven’t started using Vine yet?