Depending on who you ask, Vine – the new micro-video iOS app and service from Twitter – is either a dream come true for animated GIF-fueled memes, a better way to simply show the world what you had for breakfast, or the ultimate online porn search engine.
As Mashable notes, a bunch of brands have already started firing off their own 6-second videos, from Gap and PBS to Dove and Urban Outfitters. They are mostly quirky videos, done for the sake of both novelty and experimentation – though we do like the symmetry of Red Vines creating a…Vine.
However, assuming Vine manages to avoid being irreversibly stigmatized, what are some of the ways brands might use Vine as part of their digital and social content strategies?
As the team over at Fast Company’s Co.CREATE blog note: “It’s also easy to see how…brands will make great use of the app’s short-storytelling capacity. As Hemingway’s 6-word tale and other short formats attest, it’s possible to do dramatic things within extreme creative constraints.” Look for brands to try and turn Vine into a short-form of video storytelling, both with original content and to tease their investments in longer video spots, 30-second TV ads, and other content parked on YouTube or Vimeo.
— General Electric (@generalelectric) January 25, 2013
— Wheat Thins (@WheatThins) January 27, 2013
The value of Vine could be enormous for both recruiting and brand development, through quick behind-the-scenes looks at employees, events, offices, and other happenings. Given how easy they are to create, Vines (can we just call them that now, like “tweets”?), these are a simple and highly accessible tool for HR teams, among others, to provide a view behind the curtain.
— Al-Monitor (@AlMonitor) January 24, 2013
Recently we created a series of near-realtime event coverage videos for our Verizon client, and Vine could have added a natural addition to that effort by enabling quick commentary, realtime news, on-the-spot interviews, and so on – all with a very low production costs. Vine is no replacement for well shot and edited longer-format video, but we expect it to explode around major conferences in the very near future.
Demo day vine.co/v/b5Qjg6K6LmE
— Sam Brown (@sambrown) January 25, 2013
People have been complaining that most product demo videos are simply too long – maybe 6 seconds is the answer?
2-color screenprinting demo, plus split-fountain = Crazy Flamingo. vine.co/v/bJb22ghjzt5
— Balt. Print Studios (@baltimoreprints) January 27, 2013
— NoodleCake (@NoodleCakeGames) January 25, 2013
Social media has a voracious appetite for content, and brand social media teams are always looking specifically for content that can spark conversations. If you can do that with quirky, cheap, and fun (or in the case of Trident’s chewing Vine, at least awkwardly entertaining) videos, so much the better. Expect a bunch of these, and expect them to get better as brands and their agencies take Vine more seriously.
— Trident® Gum (@tridentgum) January 25, 2013
— Ritz crackers (@Ritzcrackers) January 25, 2013
Though it’s only been a few short days since Vine launched into the wild, expect a flood of brand-driven social media contests to launch in the coming days and weeks based on user-generated 6-second videos. Getting fans to submit a photo for a contest is significantly easier than getting them to create and share a video, even if videos are much more engaging and useful. Vine just might be the perfect way to split the difference. Stay tuned.
How else can you see brands using Vine, or do you think Vine has a viable future in the marketing or social content mix?
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