So, what is Vine? Vine is the new video sharing iOS app that Twitter released at the end of January.
Some experts have gone as far as to call it the “new” Instagram. Vine allows users to make 6-second videos that can quickly be embedded into multiple social media channels. The most innovative feature is the recording tool. Recording requires you to hold down on your touch-screen to record, let go to stop recording, and then continue recording by touching your screen again. This leaves room for more variety in visual content, giving it the gif-like or stop motion quality. On April 9th, it was the most downloaded free app in The App store, and on the third weekend of its launch, there were 100,000 Vine clips uploaded.
Given Vine’s infancy, it is important to explore where and how Vine has been used thus far. Vine was the first social media channel to break the news on the Boston Marathon bombings. The clip quickly went viral with up to 40,000 retweets. Now that Vine’ing has quickly become a part of social media jargon, its use as a news tool may not be far off.
Other brands are using Vine to promote brand retention, personality and teasers. GE made a drawing of their logo to promote GE as a beacon of innovation.
Meanwhile, WeWork created a look behind the scenes of their workplace, showcasing a harlem shakes-esque clip. Wheat Thins posted a stop-motion teaser for the Superbowl promoting the San Francisco Giants, leading up to their ad placements for the Superbowl commercials. However, by far my favorite use of Vine is the comic made by the digital agency, Code Computerlove. Using Vine clips, they created a comic chronicle of an office fight over finished milk. Who doesn’t love stop-motion office samurai?
Vine’s rapid growth begs the question of whether or not Vine has the potential to be more than a social media fad. Gif generators are by no means new, but Vine is the first app to allow for a longer gif. Unlike YouTube, Vine comes with a geolocation tool, so you can tag your video’s location, a plus for destination brands. The user interaction also has high potential given the easy and simple interface. It encourages users to check out multiple videos because they are embedded rather than linked.
There seem to be an endless list of ways it can be used. For businesses, here are a few positive ways to use Vine:
- A behind-the-scenes clip, can humanize a brand and bring people closer to your purpose. For example, musicians like Dido have been using Vine to stay close to their fans.
- Video Pitch or how-to videos can show people a peek to describe products/services and their uses.
- Product-demos can show anything from best ways to use your scooter to how your coffee shop makes lattes.
- Teasers on Vine are particularly powerful and 6-second clips are the perfect way to spike curiosity and get people to check out your brand for longer than the 6 seconds it takes to watch a full gif.
Vine is still relatively new and the verdict is still out, but it certainly has long-term advertising potential. While there are drawbacks in its design; sound, but it will only take on the background noise of the environment and it does not allow for retroactive editing, but the simple functionality makes for an exciting new way to boost social media initiatives.
How will you use it? Who, so far, has used it best? Share them here!