Tuesday, 19 November 2013 00:00  /  Thoughts

5 Marketing Tips for Brands on Vine

Screen Shot 2013-07-18 at 5.13.51 PM

So far in 2013, out of all of the new social media tools and strategies that have been developing, I've heard the most buzz about Vine. So I connected my Twitter account and started using it. Vine is different from other video apps because you can stop and start your video several times during recordings with the touch and release of your finger. This is a great differentiator because it gives users the ability to experiment with stop motion video creation, which will naturally promote more creative content.

I uploaded the video clip of the multiple screens at my desk and some of my coworkers. Additionally, you can upload the videos straight to Vimeo or YouTube, so the videos are easily shareable, and you have the option to tweet or share them on Facebook immediately from the app. Twitter actually purchased Vine a few months back, and since Vine only gives you 6 seconds to make a micro-video, that condensed, micro-style of content creation is very appropriate and carries over well with tweets.

5 Marketing Tips for Brands on Vine:

  • Create a video that is aligned with a Promotional Strategy - Six seconds is quick, but still enough time to get a message across, as long as it is concise. Six seconds means you must be candid and more creative.
  • K.I.S.S. - Keep It Simple Silly. Be concise and 'to-the-point.' This is a micro-video content creation service, which is a perfect format for social media. Most people will not get bored in six seconds, so use all of the time you have available.
  • Be a Professional - As a brand, you are obviously expected to deliver a certain level of production quality. So just because you're shooting on a cell phone doesn't mean that you are limited in resources or quality. For example, use a tripod or set your phone up on a stable surface. Also make sure there is no background noise. Basically, treat it like a legitimate commercial shoot for a client or your company.
  • Sound is still a Factor - Even though videos on Vine are initially published without sound, users have the option to turn it on, so keep this in mind while filming. Audio can make or break your video - use it wisely.
  • Fully understand Vine's capabilities as well as its limitations - At this time, Vine doesn't allow you to post private Vines, they are either public or saved to your camera roll. Furthermore, you can't upload a Vine from the camera roll to your public feed at a later time if you don't publish it initially. Additionally, there are limited editing capabilities. Unlike Instagram, there are no options for resolution, brightness or contrast. What you see is what you get.

Vine is unique because it allows users to give their fans a quick glimpse into their every day life. It's extremely easy to use, which is both good and bad - because as a marketing guy at a marketing firm, I really need to consider the positive or negative impact of the content I am putting out there. So, that being said, my advice to other creative professionals is to avoid using it for anything and everything - put a little thought into it. Allow the app to push you and elevate your creative opportunities - what could you do with it that would showcase your ability to ideate as well as be relevant and exciting for your fans? Here is a link to an article from Business Insider on what some brands have already started doing with Vine.

So in conclusion, how will your brand leverage Vine? How will this new micro-video landscape affect the larger social media space and our corresponding behavior?

Welcome to the MODE 3 blog. Posts include everything from digital and marketing news, trends, ideas and campaigns to thoughts on the industry, client projects and announcements. And occasionally, there are even some funny, random thoughts here and there. Enjoy.

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