Early this year Twitter introduced the mobile-video app, Vine. Still not sure what Vine is? See our previous blog post for a detailed explanation, but to sum it up it’s a platform allowing users to record and share six-second looping videos. Just like when the marketplace was first introduced to Twitter, users were also perplexed by what could be done with Vine. Just four months later the platform has reached 13 million users with a slew of great ideas to maximize its value.
Despite the six-second time limit, the possibilities for use are endless. Here are several opportunities I see for businesses using this platform.
Tutorials
Producing great, relevant content is the foundation of any search engine optimization strategy. The same goes for your six-second clips on Vine. One way to provide helpful content is with tutorials. Lowe’s has mastered the art of Vine tutorials and is paving the way for other businesses. Ever wonder how to remove a stripped screw or the rust from a set of knives? Lowe’s addresses these and other simple home improvement and problem solving techniques in its videos.
What are your ideal customers’ pain points? If you can address them in a succinct, visual way, consider using Vine to ease the pain. Create a website page devoted to your tutorials and a landing page offer to provide a more indepth look at your tutorial. By requiring contact information to receive the offer, you can now work the prospect through your sales funnel.
Display Your Work
Before purchasing your product or services, prospective customers often want to see how someone else has successfully used it. Vine videos can showcase your past successes. Businesses can use a video to provide a snapshot into a case study hosted on their website by finding a creative way to highlight the most important information. Many Vine users implement stop-motion to get the most out of the six-second time limit. Stop-motion involves moving an inanimate object in small increments, creating an illusion of movement when the frames are played back in sequence.
User Feedback
Have a new idea for a product or service, but unsure how your target demographic will react to it? Try testing it out on Vine. Like with most other social networks, Vine provides an excellent forum for receiving feedback thanks to its comment feature.
Create a short video of your idea and ask your followers for feedback. Consider using a hashtag dedicated specifically to your video and ask users to respond by making their own videos. By implementing a hashtag, you’re able to monitor the conversation across Vine and Twitter.
Tell Your Story
Every business or organization has a unique story to tell. Once you’ve determined what that story is, use Vine to share it. Show how your business has transformed from its early years to the great organization it is today. Help prospects understand how you’ve adapted to today’s fast-paced culture and prove that you know your customers, products and services inside and out.
In just a few short months, we’ve seen marketers and communicators do so much with Vine. What other ways is Vine being used to build business? Share your thoughts with us in the comments below.
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Emma Walter is a senior account executive for WordWrite Communications. You can find her on Twitter @emmasreallytall.
