Barely six weeks ago, Twitter stepped into the video-sharing arena with its newly acquired iPhone app,Vine. Sticking to Twitter’s penchant for all things short and sweet, Vine has a single rule: no video can be longer than 6 seconds. For the average high school student, 6 seconds is more than enough time to broadcast every single detail about their classroom/cat/best friend. But what about brands? Can a company share anything worthwhile in 6 seconds, and more importantly should it? Considering how new Vine is, using the platform on its own is hardly going to spark a sudden bump in ROIs, but if you’re already sharing on Facebook or Twitter, the added variety to your social media content is definitely worth considering.
A company can do quite a lot with Vine. General Electric got on the Vine bandwagon the day after it launched and has already created almost two dozen little videos. GE’s Vine content is eclectic, ranging from science tricks, to scenes with miniature robots. While GE gives off a sense of creativity in their tagline and advertising, they aren’t in a traditionally creative field. They brought an artistic nature to a seemingly dry industry. Vine gives brands the opportunity to not only connect with their audience on a more personal level, but also promote new product, and call for user-generated content.
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Vine is wonderfully simple. Keep your finger on your screen to start recording, take it off to stop. Done. What sets Vine apart from other video sharing apps, is that you can start and stop as many times as you want within 6 seconds. Want to shoot a scripted short? Possible. Want to create a stop-motion movie? Also possible. Can you edit in post-production? No, but that would take away from Vine’s simplicity. With such basic instructions, setting up your first Vine quick and easy.
Though Vine has its benefits, it’s not for everyone. While it could be as easy as giving the tech-savvy intern free reign of the company Vine account, you should treat Vine as you would any other media campaign, with focus and a clear message. Whether or not you actually do behind-the-scenes clips or interviews with staffers, how you Vine says as much as what you Vine. If you are thinking about using Vine for your brand, you should also consider that your audience is more likely to watch a Vine clip, because they are 100% certain of its brevity, and that it won’t be preceded by an ad that is completely irrelevant to your brand. Vine may just be another fad that will go the way of Ping, but considering how enthusiastic its users are and how brands are using it to their advantage, Vine just might be here to stay.