One of the fastest-growing social media platforms over the past three years has been Vine, which that allows users to upload and share short, looping video clips. This has led to a number of average people becoming so-called “Vine stars” as they’ve gathered substantial audiences for their quick, often funny videos.
It’s perhaps unsurprising that some of the world’s top brands are figuring out ways to leverage Vine to enhance their content marketing efforts. After all, the platform boasts 40 million users, with 100 million watching Vines every month—and those numbers are likely even higher than reported.
On Vine, users record videos with a mobile app simply by holding a button. If the user lets go of the button, the recording stops. This feature, combined with a simple editing tool, allows individuals to create the quick cuts that provide much of the shock and entertainment value in these video memes.
Twitter purchased Vine just before it launched in January 2013, which makes sense considering Vine’s format makes it perfect for sharing across numerous social media platforms. Capped at six seconds, Vine videos can be consumed quickly while users scroll through their feeds.
Vine and content marketing
Jason Mante, head of Vine user experience, recently told TechCrunch that Vine’s unique format and tools help “get rid of the things that get in the way of helping you tell a good story.” As content marketing increasingly prioritizes high-quality and engaging content, a social media platform emphasizing brief and effective storytelling is a great resource for brands across a wide range of industries.
However, the people behind Vine are not looking to monetize it just yet—as Mante says the company wants to make sure the user experience is sound first. So, for the time being, brands are unable to do anything that individual users cannot, and there are currently no options to create and share promoted content. This could change in the near future.
The problem with using video memes for marketing is that by the time a brand has heard of the meme, thought of an idea and created a video, the Vine community may have already moved onto the next meme. Vine trends change so quickly that it can be difficult for marketing teams to create effective content at a moment’s notice.
Remember the Harlem Shake? It went away as quickly as it came.
Being relevant on Vine
For brands creating their own original content, it helps to use current events that people are already discussing. You could create content around major sporting events like the World Cup, like Adidas did. Use holidays (or “holidays,” like National Doughnut Day) to tie in your brand. Vine may also be used to hold contests where customers submit videos either using a product or describing what a brand means to them, such as Disney’s “Show Your Disney Side.”
Working with a social media strategist may be a good option. Twitter recently acquired Niche, a startup that connects brands with top social media influencers. Brands pay content creators to develop videos that fit the content creator’s usual format, but also promote a product or service.
On the other hand, if you’re more the creative type, it can be fun to create Vines—even if they don’t end up going viral. At the very least, it represents yet another channel through which you can share your brand’s story with your target audience, and in a fun, engaging way.