Twitter’s new video app, Vine, allows users to capture, edit and share six-second looping videos. The video can then be embedded directly into a company’s Twitter stream and shared with its social network. It’s free to download and currently available on the iPhone and iPod Touch. So, will social media’s latest newcomer be a hit and how could it be harnessed effectively in marketing campaigns?
Consumer brands such as Gap, NBC News, Urban Outfitters and Dove have already taken advantage of the app as a low cost, ‘maximum reach’ promotional tactic. Just like Twitter’s own 140-character limit, Vine’s six-second limit forces users to find creative, transparent and attention-grabbing ways of conveying their story effectively in the time available. With many consumers preferring to absorb online content via video rather than text, these short, snappy videos could prove an asset, if used in line with a strong marketing strategy.
Vine could be used in marketing pitches as a more accessible alternative to longer corporate videos, says the Holmes Report. The clips could also act as an invaluable tool for generating interest in new product launches or events. An effective clip will create a buzz around a news announcement, leaving viewers eager to know more at the end of the six seconds, and helping to drive customer engagement and web traffic. Video can also be very useful in terms of explaining complex issues visually.
Media-wise, Vine could provide PR professionals with a viable visual platform to show journalists why their clients are worth covering. In this sense, it could help to supplement the traditional press release and help with provoking a social conversation. There’s also great potential for sharing Vine videos via YouTube, as the second biggest search engine on the planet, and Facebook, the world’s biggest social media platform.
We look forward to seeing how Vine takes off and will keep you posted on how effective a marketing tactic it proves to be!