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Vine is an excellent and clever video marketing platform that enables your
business to generate greater brand awareness and exposure online. So with
this in mind, today I want to take a look at Vine’s increase in popularity
and also look at how it can benefit your business, whether you’re using it
as part of your content strategy or, alternatively, just you’re looking to
experiment with it as a one-off.
First of all, what is Vine? Well, it was released in January 2013, and it’s
currently owned by Twitter. It has an audience of around 67 million users.
So it’s a massive audience that you can tap into, and it’s essentially a
recording app, which you can download on mobile and smartphone and tablet
devices, which enables you to film up to six seconds of video footage. Then
once these videos are created, they’ll basically repeat on a loop once you
You can share them on Vine through their community, or alternatively you
can share them on Twitter and Facebook, obviously Twitter because of the
fact that they own the platform itself. So that’s a little bit about what
it actually is.
How does it work? Well, essentially, you download the app, again, on a
tablet or smartphone device. Once you’ve downloaded it, there’s a camera
record button in the top right-hand corner, and you can press on that and
it will record. Take your finger off of that, and it will stop recording.
That enables you to basically have something in the frame that you’re
filming. You can stop recording, move stuff around, and then record again.
There’s a great way to have lots of effects going on, on the inside of the
shots that you’re creating. It’s easy to use. That’s the great thing about
You also have a green bar at the top of the screen, which basically shows
you how long you’ve got left of your recording. The main thing to remember
with Vine is, obviously, you’ve only got six seconds of filming, so you
have to make those six seconds count.
Now that we’ve looked at a little bit about how it works and, obviously,
Vine’s rise, I just want to talk about some examples that I’ve seen
beforehand. One of the first companies I remember really utilising Vine and
grabbing it by the horns is an American DIY company called Lowe’s. They
basically used Vine to create six second videos to solve people’s DIY
frustrations. People would have problems, and Lowe’s found a very unique
way of showcasing tips and tricks, how to solve those problems and those
frustrations through video, visual-based content on Vine. Off the back of
this, they gained widespread media attention because, like I say, they were
one of the first companies to actually show the potential of what you can
do with Vine, and from then, companies have jumped on the back of it.
Other examples include ASOS, whereby they showed in their video an unboxing
of their products, and a model was wearing the clothes, so it enabled
people to take a look and see what those clothes look like before they make
a purchase. That’s another clever idea. Oreo cookies, as well, have done
some fantastic creations on Vine. I thoroughly recommend going onto the
search engines and just taking a look at some of the things that they’ve
done, which include tips for how to eat the cookies and other art pieces as
well. Well worth checking out if you get the time.
So that’s a little bit about the examples of companies that use Vine. What
about the benefits for your business then? I’ve got five on the board here
that I’d like to go through.
First of all, Vine enables you to advertise and promote your products,
obviously through visual-based content. This could be new product lines,
existing product lines. You can also do things a little bit outside the
box, like promote sales, offers, discounts, that kind of thing. If you can
have banners and be a bit more quirky in the things that you’re filming,
then there’s loads of areas that you can tap into. Get creative with it.
See what you can do, and just think about how you want to portray your
brand’s voice and your identity across all those videos that you’re going
to be filming.
Second of all, Vine allows you to have more content to share on social
media. If you are using it as part of a content strategy, you’re going to
be using things like blog posts, infographics, press releases. Vine enables
you to incorporate visual-based content within those plans as well. It
gives your audience something else to look at. It’s going to attract a
different audience as well, because of the nature of how we share things on
social media these days. It’s great to tie in a wide variety of content. So
that will work in your favour.
Thirdly on the list, Vine is incredibly easy to use. Once you download it,
it’s not going to take you long to get used to the features, five, ten
minutes max just to play around with it. Once you’ve got to grips with it,
you’re basically ready to film and get cracking.
Fourth on the list, it’s free, which is obviously always a benefit. Just
like the point above, you’re not going to be investing much time into
getting to grips with how to use the app. You’re also not going to be
investing any money to get started on it. That may well change in the
future. Vine might start charging. At the moment, at present, it’s free. So
I’d suggest downloading it, using it now, trying it out, and then you’ve
obviously got it for the future when you want to start using it a bit more
Finally, number five on the list, Vine enables you to reach a large
audience. As we mentioned earlier, 67 million users currently. That figure
has obviously taken off massively since January 2013, so around about a
year and a half at the time of doing this video. That figure is obviously
expected to rise, as well, given the fact that more businesses and users
are downloading it. There’s a massive market for you to tap into. So if
you’re not on Vine, you’re missing a trick.
I hope that’s proved to be useful for you. Get creative. Have a look online
at some of the examples. Sit down in a team at your company. Work out what
it is that you want to do and how you want to portray your brand’s voice or
messages across your videos, and good luck with creating your own Vine
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