We’ve been following (and playing around with) Vine’s new six-second video app these last few days, and thinking about what Vine means to you as digital and social marketers. Here goes:
Early struggles, quick recovery.
The first edition of the Vine App came with its fair share of struggles. Some videos didn’t get uploaded, log-in credentials were swapped with other users, and there was the case of the slightly pornographic six-second video that Vine featured as one of their editor’s picks. But, by the next day, a new version was already in the app store, battled tested, and ready to go. As of the publication of this blog post, Vine has been lightning fast on updates to the App–I’ve already downloaded the fourth version of Vine and it launched just six days ago
The Social Battle Continues
Lost in the initial buzz of Vine’s launch was Facebook’s immediate clamp down on Vine’s integration of Facebook to add friends. Just hours after the launch of Vine, Facebook turned off the “add friend” feature, later accompanied by a blog post from Justin Osofsky. The tech community reacted just as quickly with a rallying cry around Vine. Was this a move by Facebook to limit growth from one of its closest competitors? While opinions vary, it seems to be another salvo launched between the two social giants. Remember the kerfluflul with Instagram?
Agency or Brand Applications and Implications.
Creating a six-second video has immediate appeal for the iPhone-toting student, young professional or aspiring artist, but what does it mean for a large brand? Is this just a trendy video version of Instagram? Can a six-second video possibly create better awareness and engagement for a brand? We’ll let you be the judge of that. Here are some examples of recent Vine’s put together by brands big and small:
General Electric: What sort of story could a global conglomerate of energy, capital finance and technology possible tell in six seconds? Well, a good insight into their brand
(Disclaimer: this was a sponsored tweet on January 25th, so we have a feeling that GE might have had a few days notice to create this)
Gap: The evolution of the Gap brand. Clever.
Moose Tracks: A simple, low-budget product snapshot and endorsement
What can your brand do? Don’t limit Vine to brand awareness. Consider the following when using Vine:
More opportunity for Vine
While it’s still early, here are some additional thoughts on the capabilities of Vine:
Finally, three general suggestions for the Vine app developers…
All in all, we’re keeping a close-eye on Vine, and like what we see. What do you think?