The Emerging Media New Kid on the Block: Vine



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?





Instagram Like the Big Brands


Instagram is one of those platforms that keeps increasing in popularity and will continue with the rise of visual marketing.  What Instagram started it was a place to take selfies and food porn pics, has now turned into a viable option for businesses and marketing.  Instagram over the last few years has seen a boom in the number of brands and business jump onto the platform.  Some of the benefits of Instagram, is it can increase customer loyalty and create buzz around your brand, if done correctly.     



A fun way to engage your followers and create that buzz is through a contest.  This can easily be implemented by having your users take a photo and tag it with the hashtag of your choosing.  This will allow you to easily search through pictures that have used the hashtag and allow you to share some from the community.  It is important to note to not choose a generic hashtag for your contest.  I recommend testing a few out and doing a search on Instagram, if you don’t find any results, then it could be a winner.  



Too often I see a brand that posts a picture and gets a lot of comments, but never ever responds to anyone who will ask a direct question.  If you have rules for Twitter when responding to a question or concern, I would recommend possibly implementing that same strategy with Instagram.  I have been impressed by the person or brand that took time out to directly comment and tag me in the comment, just to make sure I saw it and read it.  



Remember Dorothy, in the Wizard of OZ as she peeked behind the curtain? In this case you are the wizard and welcoming that peek.  This can be incredible for a brand to show the behind the scenes of a photo shoot, maybe employees in the office or even setup for an event that is coming up.  What better way to generate a lot of excite around an event and asking your fans to use the “official” hashtag for the event.  Social Media Examiner is having their annual “Social Media Marketing World” and uses pictures like the one below to show key locations for the event locations. 




Recently, Instagram published the Instagram Handbook for Brands, but don’t worry you won’t be getting your hands on it.  However, they do have an excellent Instagram for business blog and Tumblr blog which highlights pieces from the handbook.  I would definitely recommend checking it out and getting inspiration and ideas from it. 



What else would you add to this list of ways to use Instagram? 


Five Foundations For Your Emerging Media Strategy

Gone are those days of creating a campaign that you push to TV, print and radio and then sit back to see what happens.  Today emerging media is becoming the methods of choice in reaching your audience.  So what does emerging media mean to you? Do you solely think what’s new in social media? Perhaps you think of video, mobile marketing, content marketing or gamification, but it really all of these areas rolled up into one.


Leveraging the various platforms in emerging media can make a world of difference in accomplishing objectives for your business.  How many times have you watched ABC’s Shark Tank and heard Mark Cuban ask about marketing and advertising? They almost always say, “I used social media to get the word out.” What I find simply amazing with emerging media is the fact it is disrupting every single industry out there.  Ryan Holmes, CEO of Hootsuite, recently said that companies adopting social have 20% more revenue and 60% higher profit growth.  Thinking about those percentages, what would that mean for your company or business? While most businesses can create a Facebook page, Twitter profile, Vine, Instagram, and YouTube account, many don’t have a strategy for publishing and interacting on these emerging social media platforms.

Brand Advocates

  • Point 1: BE AUTHENTIC – I can’t stress this point enough! Really show what your company is all about in your posts, pictures, videos, and tweets.  If you post, make sure to be ready for the comments to roll in and respond to followers.  While gaining new followers is great, creating brands advocates is your goal.  Make sure to show that human side of your brand too!
  • Point 2: BE INTEGRATED – your emerging media platforms should be integrated across every department.
  • Point 3: BE ENGAGED – your passionate fans will engage you, be ready to engage them back.  This is where you will find the true value of your Facebook fans and Twitter followers.
  • Point 4: UTILIZE YOUR INFLUENCERS – your influencers are your brand advocates.  While brands still use celebrity endorsements, that word-of-mouth marketing that comes from your brand advocates will help influence your customers.
  • Point 5: BE OMNIPRESENT – your fans and followers are everywhere, be everywhere! I had a meeting with an executive about a year ago and we were discussing social media within the organization.  I made the point that people were already at the table having a conversation about the brand, now it’s important for that brand to pull up a chair and join in the conversation.  We hear a lot about real-time content marketing, but I would argue real-time conversation is extremely important to your customers who engage you.  Over time, this can create those brand advocates mentioned in point 4.

Jay Baer of Convince and Convert wrote a book called, Youtility.  Jay’s definition of being a “youtility” is about help and not hype and Jay gives a great example in this talk:

Being a “youtility” is one of the best ways to create brand advocates and I think sums up my 5 points in this post.  Are you seeing any brands out their incorporating this strategy and what emerging media platforms are they using to accomplish this? I would love to hear your thoughts in the comment section below.