Last week, Vine turned one. While some of us (myself included) doubted that six-second films would catch on or offer valuable content, Twitter’s video app has proven that engaging work can be squeezed into mere moments. Those of us who doubted have found ourselves entranced with these short looping scenes. As my coworker Kristen noted, “Oh, I’m not wasting that much time; the videos are only six seconds each.” And she’s right; you aren’t wasting much time… until you watch about 30 of them!
It’s still a little early to predict that Vine will stick around as long as other successful social sites like Facebook have, but since it gained over 40 million users within one year, it’s likely here to stay a while. That means that it’s definitely time to consider if the app should be part of your marketing plan. In fact, if you already know your target demographics include the younger, mobile-savvy crowd, you should be researching successful Vine videos and brainstorming your own ideas.
Not sure where to start? In its birthday post, Vine shared some of the most popular videos created during 2013. Most of the videos were from general users (some now considered “Vine superstars”); however, a few films from brands and businesses also made the list, and I think there are a few things beginners can learn from them.
2013 Best Brand and Business Vines
Samsung’s stop-action video displays products (their smartphone and tablet) but not in an in-your face, this-is-basically-a-commercial way, which is important to Vine users. If you think Vine is another place you can just throw up shots of your products or brand, you’re wrong. To be successful and gain attention, you’ve got to be creative and be willing to use your merchandise as a backdrop rather than as the main attraction.
Similar to Samsung’s video, Target’s short football film uses its products as small pieces of a larger story: carrots vs. pickles. But, more importantly, they capitalize on a huge social event in America: the Super Bowl. Sure, this game between veggies is pretty cute, but it’s actually relevant to users. Follow Target’s example and look for ways to connect with your viewers through what they’re already interested in.
As a part of their Disney Side contest, Disney released this magical office-supply video. While its obvious that someone with a little more design experience than your average Joe Vine user created this film, the idea behind it is excellent: get your audience involved and incentivize that involvement to ensure participation. Consumers get excited about your brand and, if you require them to share the video on their profile, they offer free marketing!
Have you seen other brands or businesses with great Vines that should have received more attention? Share in the comments!
Faith Jones – Writer & Editor