As more internet users continue to increase their reliance on mobile devices, the way we advertise will continue to change and evolve. Advertising for mobile and social platforms focuses on what we call short form content, which is easy to digest and share. Consumers enjoy short form content because it easily engages and doesn’t require time investment like traditional content does. The latest trend in short form content is Twitter’s Vine. Instead of a 140-character tweet, users are limited to 6 seconds of video.
Brands have been jumping onto the Vine bandwagon. From Coca Cola to Dove to PBS, Vine is an extremely popular way for brands to reinforce their image in the minds of consumers. Because the videos are limited to a mere 6 seconds, brands have to work twice as hard to be creative and witty. The end result? A 6 second video where every frame has a purpose. Since the clips are so short and well thought out, brand posts on Twitter’s Vine tend to go viral and are considered a type of advertisement that consumers actually want to see.
Using Twitter’s Vine doesn’t have to be a complicated process. Because it’s part of social media, planning to use Vine is naturally a fun, exciting, and creative procedure. Since it’s so new, there aren’t any “standards” yet and any marketer using Vine is an early adapter who will set the precedent for those to follow. Uses for Vine include:
Ultimately, the way that you and your brand use Vine is part of what will establish your online presence. Keep in mind that Vine still isn’t considered mainstream. Most of Twitter’s users aren’t using it and it can’t even compare to the numbers on Facebook. However, just like any new endeavor, the potential for Vine has yet to be discovered for online marketers. Are you going to be ahead of or behind the curve?