At the end of January, Twitter launched Vine, a new mobile service that allows users to take videos. The catch that sets Vine apart from other video apps is that these videos could only be six seconds long (or shorter), and the videos run continuously in a looping motion. New apps come out daily, so I’m fairly cynical about the public’s reaction, as well as the app’s survival. “And six seconds?” I thought, “That’s not long enough for a video.”
Another feature of Vine is the simplicity of the app. In the beginning I considered it a flaw: users are unable to edit, rearrange or voiceover footage. The app has no “record” or “stop” button, no “filters,” and works only by users holding their finger on the screen, and letting it go when they want to stop the footage.
So I waited, curious how long Vine would be in the news, fueled mostly by social media and tech geeks eager to try the next new thing. But the initial excitement didn’t wear off, and more and more individuals and businesses started joining and making Vine videos.
Last Monday the first movie trailer was released on Vine, promoting the upcoming Wolverine movie. Reviews were mixed, but the one thing they could all agree on was “the film’s PR team deserves credit for being ahead of the curve by using Vine as a promotional tool” (Wired). Indeed.
Ok, I became officially intrigued. “So how are businesses and companies beginning to use the mobile app,” I wondered.
The short answer? In every way possible.
To get a true idea of the potential Vine has for businesses you’ll have to explore the videos. Don’t worry— at only six seconds long you can view ten in a minute. A great resource to explore besides the app itself is Mashable’s Vine Category. But here’s my quick list of four ways businesses can jump on the Vine bandwagon:
1. Company Culture
One of the best things about social media is it creates a more informal way of communicating with your customers. Everyone loves a “backstage pass” to how their favorite brands actually operate, and a more personal look at the people behind the product. Showing your company’s culture can create a stronger connection with loyal customers, and form a bond with new ones.
2. Creative Product Skits
Just having fun with your product can be a good idea too. This video made me smile, but it also reminded me I’m running out of soap at home—no joke. Maybe I’ll buy Dove, or maybe I won’t, but the Dove brand is everywhere in the video.
3. Customer Feedback
Asking questions or doing informal polls is a great way to get interaction. This is common on Facebook or Twitter, but can be applied to Vine as well.
4. Product Demos
This might be more difficult to do with B2B businesses, but it’s something to keep in mind for the future. In the meantime, B2C companies have got it down. Bacardi is the leader in this category—posting very popular “How to” videos featuring different drinks you can make with their product.
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You get the idea. After seeing a couple hundred videos I decided to make one myself. I’ll save you six seconds of your life by not posting it here, but the point is it took me five minutes to think of a concept, and two minutes to put it together. Not bad for a potential business marketing tactic.
The great thing about Vine is what I once thought would be its downfall—simplicity. Anyone with an iPhone or iPod Touch (iOS systems) can make one, no video editing skills required. A minor snag is the lack of an Android app, but I think we can expect one soon.
Have you experimented with Vine? Do you plan to? I’m eager to hear your feedback. Let me know in the comments below!
