Branding in Six Seconds or Less

Recently Twitter introduced us to Vine — a mobile app that allows users to share simple and fun looping videos with a maximum length of six seconds (think of it as the Instagram of short videos). It didn’t take long for brands to become part of the conversation, but will these GIF-like videos stick around or be a quickly fading social media trend.

Photo By Esther Vargas

Photo By Esther Vargas

Many brands have been active on Twitter and have developed successful strategies for effectiveness. Similarly, a strategy must be made for Vine, determining the personality and brand voice to be used. Here are just a few examples of how digital advertisers have been successful on Vine:

Teasers
When promoting a movie or a new product launch, the six second time limit works to its advantage, only capturing a few brief moments. Rolling Stones Magazine does an awesome job engaging with their audience to guess who is featured on the cover. For its April issue, Rolling Stones teased the cover, with cigarettes covering the mystery celebrity. 

Have no idea who it could be? Don’t worry, Rolling Stones released a Vine the following day uncovering none other than Mad Men’s Jon Hamm. 

Highlight Product
Vine’s short time limit means it’s necessary to show the product or brand throughout the video. This short clip from Malibu Rum shows you don’t have to make an elaborate video to tell a story and get the point across.

Special Offers
Flashing a quick coupon in a Vine is a great way to gain attention for the account and increase views, but it also promotes the brand. Peanut Butter & Co. uses this particular Vine to showcase their coupons. The clip stays consistent with the brand personality and is relevant to consumers.

Informing
Lowe’s videos offer useful home improvement tips, in only six seconds! Their current tagline of “Never Stop Improving” is supported with these playful clips that show you how to make tiny adjustments to make your projects that much easier. #LowesFixInSix is a great example of using social media for branding.

Contests/User Generated Content
Brands can gain a lot of positive attention from user generated content, and Vine is a perfect outlet for this. The Cavendish Hotel held the first vine-only contest to see who could make the most romantic #ValentineVine. The winner won a free night in the hotel, complete with drinks and dinner.

 

Brands have to be cautious to not fall into the trap of trying to include too much content in a brief six seconds. Vine is still a relatively new marketing tactic for brands, but there is potential if done correctly. We will have to wait and see if Twitter’s Vine will bear fruit for digital advertisers.
 

— By Rachel Keeton

Have you heard of Threadlife?

Threadlife is the newest mobile video sharing app to hit the scene, created by former Zappos CEO Nick Swimurn and creative guru Ken Martin. Surprisingly, there is still a void in social media for practical mobile video sharing. Apps such as Viddy and Socialcam have tried to fill it, but neither have been able to take off in a big way.  Swimurn and Martin are hoping for Threadlife becomes the Twitter or Instagram of video sharing.

What makes Threadlife different from previous attempts is the three second video limit, called stitches. Users create three second videos and “stitch” them together to create a video montage, called threads. Because the stitches are short and sweet the videos don’t become drawn-out and viewers are less likely to lose interest. Also, instead of profile pictures, the app requires three-second profile videos. In the future, the Threadlife team plans to include tagging and location-specific information.

Only time will tell if Threadlife will take off with mobile users, but I can already see the potential the social media agency could take advantage of. How do you see Threadlife faring against previous mobile video sharing apps? Do you see yourself using it?