Twitter, which currently claims around 500 million total users, recently launched the new video platform called Vine. This platform allows users to share videos. In social media terms, think of Vine as a combination of Instagram and YouTube.
Vine allows users to create looping videos for friends and family, but the recording time must be six seconds in duration.
According to cognitive research, as humans we can comfortably process 2-3 words and one image per second. A Vine video of 18 words and five images should be your maximum. A six-second video is comparable to Twitter’s required 140 characters or less for a tweet. Currently, Vine is free, but only available for the iPhone. However, it is making a large splash with fans. In just one weekend, more than 100,000 videos were uploaded to Twitter via Vine.
Many businesses are jumping on this six-second-video-clip bandwagon and are utilizing the tool for marketing purposes. Companies, such as GAP, Topshop and Threadless are using Vine as a platform to shoot short video clips of behind-the-scenes action. We expect to see teasers of larger marketing and promotional campaigns on Vine.
Vine also helps companies to drive traffic to other social media channels by including an essential call-to-action at the end of the video, such as “follow me to Twitter” or “like our Facebook page”. If done well, these clips should emotionally connect to the story, which is a vital component of marketing. Another brilliant marketing aspect of Vine videos is the endless looping, and repetition is key in increasing awareness of a brand or product.
For marketing endeavors, Vine can be a great tool to drive traffic, promote a product, etc., so long as the video includes a call-to-action in the end of the six- second clip.
Will your company be joining Vine to leverage marketing efforts? Do you think Vine will be better over time like fine wine or simply another in a line of social media apps that decline?
A huge thank you to Sarah Shepard for her research and contribution to this blog.