In January 2013, Twitter launched its new, integrated mobile video app called Vine, “that lets you capture and share short looping videos”. Like Tweets, the short videos on Vine (6 seconds or less) inspires creativity. Given that 42% of companies have acquired a customer from Twitter (source: Hubspot, 2013), this is certainly an interesting new element to add to the mix.
Vine provides a great opportunity for companies to combine visual and audio content, enabling users to capture and share multi sensory ‘moments’. The average online attention span is just 8 seconds, which means the 6 second videos are perfect for audiences on Twitter.
How companies are using Vine
Vine gives companies to get creative with 6 second videos and is a great opportunity to share ‘moments’ with their online following. The Vine app is an easy to use tool to help marketers incorporate more video into their social media strategy, which helps brands drive a number of their social media objectives, including generating engagement and increasing brand awareness
One great example of a brand harnessing the power of Vine is Bacardi UK (disclaimer: Bacardi UK is a client of ours). They have used Vine to post a series of 6 second videos showing cocktail recipes using Bacardi products under the hashtag #SixSecondCocktail. This has proven to be a great way to showcase their range of products and engage with their target audience.
Some brands are also using Vine to create ads on Twitter. Brands are starting to run Promoted Tweets with Vine videos attached. For example Wheat Thins spelt out the hashtag “musthavewheatthins” in Wheat Thins.
As good marketers know, key to any marketing activity is measurement. The good news for the innovative companies harnessing the power of Vine is that it can be measured. A free analytics tool from Simply Measured gives companies an in depth look at who is interacting with their videos and which ones are driving the most engagement. It also reveals who a brand’s top influencers are and where they are located.