What’s the deal with Vine?

digital marketingVine is the newest craze launched by Twitter and it encourages the sharing and enjoyment of short videos. In their own words Vine ‘lets you create and share beautiful, short looping videos’ and although part of Twitter it stands alone with its own app and network. The link to Twitter is of course accelerating the app’s initial success, but how can you use Vine for the benefit of your business?

What is Vine?

Vine is a very straightforward application which lets you make and share six second videos. The videos have been compared to a homemade development of the old animated gif. Vine videos can be 3 seconds minimum and 6 seconds max and when clicked on the automatically run on a loop. This platform is simple and designed solely for sharing moments, a little more than a snapshot but not as much as a movie.

This type of development has been tried before. Flickr launched their video application in 2008 but unlike Vine it didn’t have much success and with the video length capped at 90 seconds the problem may have laid in the length.

Vine doesn’t want you to tell a story, it wants you to share a moment. It’s the equivalent of a long photograph in some instances and has been used to great effect by Natwest, Honda, Queens Park Rangers and even Nick Cave. In business promotion and marketing terms it’s yet another platform you can use to make your business shine. It adds a personal touch and invites you to talk to your customers pseudo-face-to-face.

How Vine Works

Vine’s recording technique isn’t as you would expect. Rather than simply pressing the record button and taking your six second video, the app relies on you utilising your touch screen to record. You can also create slow motion effects.

The limitations of Vine are of course evident. It’s not ideal if you want an ad campaign video and once you’ve created your Vine clip, there is no option to edit or change it. You also can’t import videos from other sources.

Combining Vine and Twitter

The companies mentioned above have made the most of Vine by combining it with Twitter. Twitter picked up Vine in 2012 and their hopes for the brand are still high.

You don’t have to combine Vine and Twitter and you can simply sign up for the video platform via an email address but Twitter is hoping their users will choose to combine and integrate the two services. If you sign up to Vine via Twitter then you can share every post by default. Facebook users can also link Vine to their accounts too.

Will it Work?

Whether Vine works or not is really dependent on Twitter and its users. The huge network has the opportunity to embrace Vine or reject it. Its success will also depend on how much Twitter are willing to invest in the product and there is a lot of potential for it to take off.

Although video is a content format SEO and digital agencies recommend, web users in general are much less likely to watch a full video than simply look at your photographs and pictures. Vine bridges a gap between the two which may mean it’s exactly the tool businesses are looking for.

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