May 23, 2014
/ by Brian Conlin
This post is an excerpt from our free ‘Social Media Marketing and PR Cheat Sheets‘ guide.
Vine is the home of the so-called “micro-video” and “stop-motion video.” Vine, a Twitter property, began as a wholly mobile platform but has added a desktop experience. The network consists solely of six-second videos, what its founders call “abbreviated moments,” that are shared on the network itself and often on Twitter. According to AdvertisingAge, nine Vine videos are shared on Twitter every second.
Approximately 40 million people use Vine. The network draws a younger crowd that ranges from late teens to early 20s. Gender isn’t a point of differentiation; females and males are almost evenly split. Users tend to have lower incomes, which probably has to do with their age. The age may also explain why personalities such as Justin Timberlake and Kim Kardashian and brands like Taco Bell, BuzzFeed, and PacSun are followed.
Vine’s challenges are the short time frame and limited video editing. Brands wanting to produce quality six-second videos will want to edit their videos elsewhere before uploading them to the social network.
1. Create teasers that lead to more in-depth content. As trailers are to movies, Vines are to online content.
2. Solve a problem in six seconds. Think it can’t be done? Visit Lowe’s Vines. The company features Vines called #LowesFixinSix.
3. Strip commercials to their bare bones. Oreo, for instance, advertises its cookies in only six seconds.
4. Use objects that either are synonymous with your company or display your company logo. You only have six seconds, so your audience has to immediately recognize what is being shown.
5. Create a video flipbook with a Vine serial. If Vines are “abbreviated moments,” turn them into a story. Draw in your audience with a sympathetic protagonist. Think about how to encapsulate the elements of story – inciting incident, rising action, and resolution – in short, short pieces.
6. Vine doesn’t have a business-related section yet, but it does offer a helpful guide for getting started.
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