Vine: Mini Branded Videos
Vine, the Twitter-owned social video app launched in January 2013, has been steadily gaining traction in the image and video-sharing app market among creative, mobile users – and brands are taking notice.
The shareable six-second videos are being used to take a momentary snapshot of life – inspiring people to experiment with the restrictive challenges of the platform. As Michael Sippey, Twitter’s vice-president of product, suggested: “Like tweets, the brevity of videos on Vine inspires creativity.”
In the US, Vine has already taken the top spot in the iTunes store charts for free apps and has been voted top social app in the US, Sweden and Canada. A barrage of copycat apps such as SnapChat (currently number one in the UK) and bolt-on apps like VineRoulette and VinePeeks – which visualise random Vine samples on a rolling platform – could reshape the way consumers share online.
So how can brands use Vine to better engage with their consumers and fans? Sneak peeks and previews. Customers like to feel valued, and offering behind-the-scenes content or product previews welcomes them into your brand.
American label Columbia Records revealed the track list for the much-anticipated new album Random Access Memories by French electronic duo Daft Punk through Vine. The quick, simplistic video sparked excitement among fans and heightened their expectations.
Fashion brands are particularly good at promoting newly launched products through Vine, as well as inspiration for upcoming seasons and styles. Urban Outfitters has one of the more creative and popular Vines around, while Calvin Klein is equally attracting clicks thanks to its saucy videos featuring male underwear models exercising.
Competitions encouraging users to submit creative Vines are also a way for brands to tap into the Consumer Creator ethos. During the 2013 Tribeca Film Festival (April 17-28), the #6SecFilmsCompetition encouraged users to submit their own creative mini-films for consideration. The winners (announced April 26) could have their work featured on the festival’s website and win up to $600 for their troubles. In the UK, insurance comparison website Confused.com used this method to celebrate Love Your Pet day (February 20), with winners receiving £250.