Why Twitter’s Vine Is Changing the Way We Market

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.

How to Use Vine Properly

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:

  • Building anticipation. With clips limited to six seconds, brands can build anticipation for major releases with sneak peaks and behind the scenes. Fans will feel engaged while brands don’t have to reveal too much footage. The 6-second time limit is a delicate balance.
  • Targeting mobile users. Mobile users tend to be on the go in more ways than one. Aside from actually checking content on the go, they also leave webpages quicker than their desktop counter parts. Vine posts engage users so quickly that they perfectly target mobile users.
  • Creative shorts. Is it possible to tell a story in 6 seconds or less? Yes. Keep in mind that you don’t have to limit your advertising to a single Vine post. It’s possible to create a series of posts that build on a previous post, thus creating a string of related 6-second clips. Be sure, however, that each clip can stand on its own – not everyone will begin watching your Vine posts from the very beginning. Your posts should always make sense for newcomers.
  • Announce exciting news. Press releases and email newsletters are so boring. If your company has exciting news to share, consider sharing it via social media. Vine could be an exciting and effective option.
  • Create content with the aim of going viral. Video producers spend so much time trying to figure out how to go viral on sites like YouTube, but the chances of striking a viral YouTube video are slim. Because of the nature of Vine, however, this platform is much friendlier for those with the end goal of establishing viral content.

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?

 

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