Looking for yet another way to engage your audiences with creative online content? Enter Vine, a new social-video app launched by Twitter on January 24. This free iPhone app takes the visual Web movement farther, allowing users to create six-second looping videos that can be shared with followers on both Vine and a connected Twitter account.
Although its overall awareness was initially low, with 86.5 percent of U.S. Internet users being unaware of Vine, Twitter’s CEO Dick Costolo is calling it “the next big thing”. Why? Since its launch, news outlets, brands, designers at New York Fashion week and various celebrities have already used Vine to share insightful, creative and even boundary-pushing videos with their followers.
So how can brands engage their audiences with a short six-second video? Here are a few examples of how some have been testing the Vine waters.
The same day Vine launched, Urban Outfitters shared a video with the caption: “The most important Vine you’ll ever see.” While we don’t necessarily agree, we do give props to the clothing company for being one of the first to utilize the app. However, racing to be the first is not usually the best strategy, with any social media platform. Since their initial Vine, Urban Outfitters has released additional videos that prove to be more strategic and relevant to its brand.
Calvin Klein used Vine to coincide with its highly talked about Super Bowl ad. When the lights went out during the game, the company released a Vine featuring the same male model from the television commercial with a caption that said, “Since the lights are still out…” Thanks to its quick reaction, Calvin Klein’s Vine was re-tweeted more than 250 times. It was a great example of using Vine to complement an existing marketing campaign.
GE has already been praised for its excellent social media presence, and it is continuing its success on Vine. GE posted its first Vine the day after the new app was announced with a caption that said, “Innovation starts at the drawing board.” Not only was GE among the first brands to try Vine, but it has also released multiple Vines that all represent its brand, proving that while it’s fun to be creative and experimental with Vine, it’s equally important to be on brand.
Is Vine right for your brand?
If you are trying to decide whether or not Vine is right for your brand, think about the following:
- What’s the value of joining Vine?
- What is your brand personality?
- What is your audience interested in?
- What is the brand image you want to convey?
- Do you have the needed resources to be successful when using Vine?
Are you already using Vine? What strategies and tactics have worked best for you? Join the conversation below.