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.
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:
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.
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.
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.
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