Oh Twitter, you give us such strict restrictions on the content we can create, and what do we do? We LOVE it! If you’re not on the Vine train yet, prepare to come aboard the newest social platform as soon as possible. Vine, an app for iPhone and iPod released by Twitter last week, allows users to create looping, bite-sized movies to share on Twitter, Facebook and within the Vine app. Essentially revitalizing stop- motion video for the mobile and social age, Vine is quickly becoming one of the coolest ways for brands to tell stories and engage with customers. More engaging than a picture but less time-intensive than a commercial, six-second videos are just enough to grab users’ attention and tell a compelling story. Early adopters to Vine include Urban Outfitters, Gap and Wheat Thins. With the visual nature of both Urban Outfitters and Gap and their already strong Instagram presences, experimenting with Vine was a no-brainer. Wheat Thins, however, is taking a bit of a different approach by calling users to engage with the brand using a Twitter hashtag to keep the conversation going.
After playing around with the app and creating a few really bad Vines of my own, I’ve come to a few conclusions about the implications of Vine:
- Videos > Photos. Videos bring visual content to life, with the ability to convey movement, emotion and personality. It’s no secret that the Internet has been obsessed with animated GIFs for the past couple of years; Vine is now changing things up by putting the content creation in users’ hands in an easier and more controlled way.
- The door is wide open for marketers. Because Vine integrates with Twitter so seamlessly, brands will be able to take their Twitter presence to another level. Six seconds and 140 characters give brands the opportunity to not only tell but also show a story or message in order to inspire action, increase brand awareness and build brand loyalty. Most brands, if not all, should be experimenting with Vine as part of their marketing efforts.
While Vine is free for users, I’m interested to see if, how and when Twitter will monetize this platform. Will promoted Vines, accounts and hashtags pop up as part of Twitter’s extended ad offering? There is undoubtedly an opportunity to take advantage of the viral effect of videos, but knowing how long it took Twitter to monetize its products the first time, I think we’re still a ways away from a paid option.
What do you think? Have you created any Vines yet? What kinds of Vines do you want to see from brands?
#Twitter #Vine #videos