6 Ways Brands Will Use Vine Videos as Content

6 Ways Brands Will Use Vine Videos as Content child page title

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?

1. Short-form ads and micro-brand videos

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.



2. Behind-the-scenes videos

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.


3. Live, social event coverage

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.


4. Short and sweet product demos

People have been complaining that most product demo videos are simply too long – maybe 6 seconds is the answer?



5. Humanize the brand aka social media fodder

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.



6. Social media contests

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?

*Full credit to Mashable, TechCrunch, and AdWeek for finding some of these great examples.


Kevin brings over 16 years of marketing, strategy and communications experience to Pace. With time spent on both the agency and client-side, he spent seven years at Microsoft alongside several venture-funded startups and a non-profit. Kevin has been crafting campaigns and developing programs in community and word-of-mouth marketing—and their most recent incarnation, social media—since 2001. At Pace, Kevin currently leads the Verizon Wireless business and previously managed digital strategy, analytics and insights across the agency. Before joining Pace, Kevin developed social media strategy for clients such as Chrysler, Samsung, Verizon, Microsoft, Nature Made and Nike while at Ignite Social Media. Kevin is a graduate of both the University of Oregon and University of Washington.


  1. Julia Gometz 4 years ago

    The more that vine videos can originate from authentic voices, like employees, the more impact they’ll have. Check out the new concept called The Brandful Workforce at http://www.brandfulworkforce.com. It shows a roadmap how to create authenticity.

    • Author
      Kevin Briody 4 years ago

      Thanks Julia for the comment, and we definitely agree on authentic voices – for social generally, and I can it being even more important on a relatively informal content format like 6 second Vine videos.

  2. Andy Hayes 4 years ago

    Great post! Haven’t really had a chance to explore Vine yet, but it looks interesting for sure.

    • Author
      Kevin Briody 4 years ago

      Thanks for the comment Andy. It’s definitely a fun app to play around with, should be interesting to see how brands make use of it in marketing (if at all, over the long haul).

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