Posts Tagged ‘vine’

Can Vine 2.0 Make Six-Second Videos Sexy?

How much information can be delivered in a six-second Vine video?

People and brands who use Vine seem to be believe it’s an ideal vehicle for quick information blasts.

To be honest, I’m not convinced.

vineEven in a world plagued by short attention spans and the need to multi-task, six seconds seems, well, really short.

As someone who hasn’t embraced Vine, it’s hard to see how six-second videos deliver much value.

Nevertheless, Vine has lots of users who will be happy about the some new developments.

1. You will now be able to watch Vine videos on a desktop computer rather than only on a mobile device.

2. Vine’s Website has some new features, including navigation options that makes watching videos easier. This includes a popular now feed.

3. A search bar that lets users to search for video content by tag, person, or location.

The refreshed Website and new features are clearly aimed at making Vine more accessible and user-friendly.

At the end of the day, however, it really comes down to how individuals and brands see Vine fitting into the digital worlds.

Many people watching online videos that last less than minutes. For many videos created by brands, the sweet spot seems to be 60 to 120 seconds. [For insight into optimal length of a marketing video, check out this The Next Web post.]

So what about six-second videos? Is there a place for micro-videos? Do they have the potential to engage, entertain or educate?

If so, what is their core value? In other words, how do Vine videos fit into someone’s personal branding or corporate marketing arsenal?

Admittedly, I’m skeptical about Vine’s potential use cases. But it could be that Vine’s distinctness could make it an interesting option for brands looking to go against the grain.

When everyone is pounding away using the same digital and social tools, doing something against the grain may be a difference maker.

What do you think? Are you a Vine fan, or believe it delivers value?

 

Predicting the Future is Key to Social Media Success

social_media-crystal_ballCompanies all over the world are either deep into their digital strategies and social media executions, or are at least starting to test the waters to see what all the fuss is about.

While both of these approaches are necessary and commendable to varying degrees, the problem lies in the fact that you need to recognize the landscape changes often and those who adapt succeed.

Social media is a world where nothing is static and you need to predict the future of the technology, industry and  what your competitors are doing to stay relevant and receive that much needed return on investment.

If you’re a digital marketer, try thinking about where social media was two or three years ago. Did you know about Pinterest or Vine, and  they would burst onto the scene as another digital marketing tactic?

Did you anticipate the changes Google would implement putting even more emphasis on social media? It’s okay if the answer is no, but going forward there’s real value in knowing what is coming around the bend.

It’s a medium constantly in flux. Organizations who were part of the first wave of Vine enthusiasts were rewarded. The onus is on you to be the first to jump on the next wave.

Remember you also need to predict what will drop in popularity going forward. Will Pinterest lose some of its steam or perhaps Google+ becomes the most popular social network in North America?

Strategically, you can’t surround yourself with psychics and fortune tellers. Instead, you have to monitor the industry and get your feet wet in different networks and technologies. Standing on the sidelines will not suffice.

Ask yourself this, the organizations that were the first to succeed on a new network that is grossly popular today…what drove them there first?

Nothing is outside the realm of possibility when it comes to social media. Drive the bandwagon and try to get off before the other passengers do.

How Interesting are Six-Second Vine Videos for Brands?

vineVine is one of those social media services that can be challenging to grasp.

Although video is a powerful medium in a time-strapped, multi-tasking world, how much value can really be delivered in six-seconds?

As important, how much can a Vine video benefit a brand looking to connect with consumers?

Yes, people have increasingly shorter attention spans but surely they can handle something more than six seconds.

A few years ago, the TV industry made a big step forward when 15-second commercials were introduced….but they’re still 250% longer than a Vine video.

Vine is one of three things:

1. A novelty that some people and brands have embraced because it’s new and different.

2. The social version of a “Emperor with no clothes” that has attracted a lot of attention despite its lack of substance.

3. Another tool – albeit an abridged one – that brands can use to quickly connect with consumers.

At this point, it is difficult to see how Vine will evolve and grow, even if a video obsessed world.

Maybe six seconds is not enough time to make an impression.

Maybe Vine is the ideal medium at a time when people are looking for instant gratification.

Despite the uncertainly about whether Vine is the real deal, there are brands using it.

In a recent blog post, Top Rank’s Lee Odden look at five consumer and B2B brands – among them Cisco, GE and Hewlett-Packard.

To be honest, the videos are, well, cute but it’s difficult to see how much value they deliver. They feel like having an after-dinner mint as opposed to having a meal.

It could be that six-second videos have a place in a world of 140-character tweets, quick updates (Facebook) image sharing (Pinterest) and filtered photos (Instagram).

Personally, I’m not convinced yet.

What do think? Does a Vine video have value? If so, what are best practices for a six-second video?

More: Jay Baer has a post about how brands can make their consumers smarter in six seconds.

What Brands has Vine Helped?

Vine is one of the cooler and more interesting services to hit social media in awhile.

Like anything, learning to use it properly for digital marketing and branding is a whole different story.

For those of you who still don’t know, Vine is a Twitter app that lets you to create and share six-second videos. Digital marketers have embraced Vine as another tool for their digital toolkits. Every brand should be looking into it and determining its validity.

To help inspire you, here are two popular brands that are using Vine and seeing some great results:

Toyota

While Toyota spends billions of dollars (yes, billions) on advertising, it never hesitated to use Vine as another bullet in its marketing chamber.

Several Toyota marketing departments around the world have used Vine to show a more fun and creative side of the company and the results have been very positive so far.

Malibu Rum

Malibu Rum clearly understands its brand, and using Vine, they represent summer, beach, fun and their product.

They have used Vine to further push their brand in social media and to help build a greater audience.

Make sure you check out Toyota and Malibu Rum’s work on Vine and  let us know of any other brand that is using this new app in exciting ways!

More: Hubspot highlighted 15 brands using Vine in creative ways.

Is Short the New Long?

Social media is constantly changing, and you need to keep up (or ideally stay ahead) of the trends and fads to market and communicate effectively.

A new and interesting trend has emerged this year, which wil probably going to stick around for the long haul. It’s the short video, which has been gaining steam for quite some time.

This started with Keek (which we blogged about recently) and has reached a new level with Vine – a new Twitter app that lets you create six second videos

Vine is essentially a Twitter version of video messaging. Six seconds is its version of 140 characters and users are taking to it so far. It might have more legs than some of its predecessors when all is said and done.

Even if you don’t want to have a presence on Keek or use Vine, it’s not hard to see that short video is what audiences are demanding.

Some will call this another example of our attention span being reduced to nothing. The truth is, we’re embracing new modes and mediums and discovering exciting ways to tell stories.

All digital marketers need to explore and embrace Keek and Vine, and, most important, find the best way to integrate Vine into your Twitter strategy.