Vine, Twitter’s new video app, is the newest addition to the social media family. Vine lets users take and share six-second videos. In just a few months, Vine has a solid following, and brands are experimenting with some interesting strategies. Individual users are creating new websites to share Vines in real-time. There is, of course, already a website devoted to Vines of cats. Vine’s interface is purposefully simple, and there are no video editing options. This platform is about fast, accessible engagement with individuals and consumers. Brands have the opportunity to share a crystalized visual of who they are and what they do to an audience that expects quick hits and short interactions. And if brands use it well, it could be an engagement boon.
Here’s a primer to get your organization started.
- Show a six-second story. The most successful Vine stories give the audience a beginning, middle and end in six seconds, which means your story has to be focused and visual.
- Dove tells us a story of bowling a strike (almost).
- Malibu Rum gives us a six-second love story when pineapple and Malibu meet.
- Give a behind-the-scenes look. Show how a product is made or how an event comes together. Give the audience a glimpse into the process.
- Rhein Zeitung, a German newspaper, shows the complex process of producing a daily paper.
- The Glitch Mob, gives a preview of its upcoming album by showing the technology used to create it
- MTV Hive shares a behind-the-scenes look at the setup for an upcoming event. Note that the accompanying tweet includes the handle of the event host and a hashtag for easy search.
- Share footage from an event. Be patient and capture an exciting six seconds.
- Red Eye Soundboard shows six seconds of a Fall Out Boy concert where two band members leap into the arms of a crazy crowd.
- Share a piece of the culture. What is your organization like? Who are the people? What makes them laugh? Consumers don’t just buy your products. They buy into your brand — so show them who your brand is.
- lan Padgham of Twitter shares his extreme need for coffee. We’ve all been there.
- Urban Outfitters plays to its hipster image with a beer scene that includes Pabst Blue Ribbon, flannel and an unfinished wood table.
- Run a contest. Vine is so easy to use, it can be a great channel for a contest.
- Canvendish Hotel in London ran a #ValentineVine contest where to most romantic Vine won a romantic getaway for two at the hotel. The hotel announced the contest on Twitter, ran it on Vine and announced the winner on its Facebook page. Here’s the winning Vine.
- Cross-promote. Use Vine to promote your brand’s Facebook, Twitter or Pinterest accounts.
- Wheat Thins launched a Twitter campaign where followers could win a box of Wheat Thins for Superbowl game day by tweeting using the hashtags #sf #musthavewheatthins. The company used Vine to draw attention to its Twitter.
- Create for the channel. Brands should create content for the specific features of Vine.
- For instance, Vine runs a continuous loop of your six-second video. Jimmy Fallon plays to this feature with this never-ending Vine.
- Vine also freezes the video in whatever frame it’s on if the user taps the screen. GE engages this feature as it invites its audience to tap the screen in order to stop the Vine and examine a specific blueprint as many go whizzing by on the screen.
Vine’s clear, simple interface allows for a surprising amount of visual and storytelling creativity. What other techniques have worked for your organization? How have you engaged consumers on Vine? Leave a comment below.