Monday, March 18, 2013

Twitter’s Vine Making Brands and Consumers Instant Videographers

Twitter announced a new app, Vine, which allows users to share video directly through tweets. The app lets you shoot a quick six second video that you can embed in tweets just like you would a photo. The videos loop, which makes them more like an animated GIF than a traditional video.
Vine is a separate app that is available in the iTunes App store for iPhone and iPod touch users. Soon, the app will be released to more platforms. This early on in the game it’s hard to tell how Vine will expand, but it is currently #4 in the App store, beating out Google Maps and YouTube.
How does Vine work?
Vine is relatively simple and easy to use. Once the app is open, you will see a video camera button in the upper right hand corner of the screen, which is what you will use to create videos. Hold down your finger on the screen to record and then release to stop recording. You can record and stop recording multiple times within the recording process to create different “scenes” within your video. Videos can be posted to Vine, Twitter or Facebook. Much like Instagram, users can follow other Vine users, add comments and like videos.

How are brands using Vine?
In the first few days that Vine was introduced, several brands began experimenting with Vine on their Twitter accounts. Urban Outfitters posted a video recognizing Beer Can Appreciation Day and Red Vines posted a video of some of their products. Since then, brands have expanded beyond just experimenting with Vines and are using them as actual ads on Twitter. General Electric made a Vine that is the creation of a pen rendering of its logo. When Twitter initially announced Vine, they didn’t mention any ad possibilities, but it’s easy to see how a brand could use a Vine in a promoted tweet.
How can your brand use Vine?
One of the most appealing parts of Vine is that it empowers users to capture “the now.” Vine videos are a great tool to show followers and fans what is currently trending, popular or of value. It’s also more visually engaging than Instagram, for example, because within 6 seconds, you can include more graphics and create a “story.” Vine would work well for a brand to promote new products, give behind the scene looks at special events and projects and get a closer look at the brand.
Further considerations include the scope of audience on Vine. While the main benefit of using Vine is the fact that the videos can be embedded within Twitter, it is a completely separate app where any brand or person would start with zero followers. Using Vine with the purpose of sharing just on Twitter is likely the biggest benefit for brands, rather than trying to create a large following within the app. Similar to Instagram, brands would be creating the videos themselves, but we see it is a great opportunity for behind the scenes content, event content and fun anecdotes involving the product.


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