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Why Using ‘Vine’ for Marketing Makes Complete Sense

By now we all know the benefits of Facebook and Twitter and how they help drive business. And while reading through various feeds, you will have undoubtedly discovered some six-second looping videos. These microfilms are all thanks to a mobile app from Twitter called Vine that permits an iPad, iPhone or iPod Touch to create and post videos to Twitter and Facebook. The app is easy to use. All one need do is point the device, activate the screen by touching it and the app records six seconds of footage. You can even touch the screen again and Vine starts recording right where you left off, allowing the user to create frame-by–frame microfilms.

Is six seconds enough time to make an impact?

Absolutely. Six seconds may sound like an incredibly short time, but go ahead and count six seconds out loud—it is just enough time to record something meaningful that will capture one’s attention while giving viewers a look at your products or services.

How are businesses using this app?

Recently I was doing some online shopping for an HID light conversion kit for my Honda Accord Coupe. When it comes to mechanical things, I am a visual learner. I was looking for a company that had video showing someone installing the product. I did find a few businesses out there that had lengthy films of 20 minutes or more showing someone lift up a vehicle in a garage, remove the bumper, and install the lights. However, they failed to show the fine points of how the components connect together. Instead, the demonstrator explained this aspect. I soon became bored and clicked out of the site. Furthermore, I don’t have the means to raise a car up off the ground—I don’t own an auto shop. It seemed this video was directed to professional auto mechanics, and non” do-it-yourselfers” who are trying to save a few bucks like me.

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Then I found a video by a company that used Vine, and used it well. The article’s text explained in simple terms what the steps were, and used Vine to show things like how to remove bolts from the bumper, where the light’s connecting bay is located inside the car, and how to snap the components together. It was simplistically beautiful, and for that reason their snippets of six-second microfilms earned my business.

But businesses can use Vine in more ways that showing “how to” videos. Customer testimonials, a look at a restaurant’s Coq Au Vin coming out of the oven, or glimpses of homes filmed by a realtor are all examples of this app’s versatility. Any business can benefit from this app.

Are there any cons?

There is one, but more than likely it wont affect your business. Vine recently suffered some damage to its reputation. Four days after it was launched a pornographic image was displayed in the app’s “Editor’s Picks” area. As a result, Vine had to change its rating from “ages 12+” to “ages 17+”. Right now there is little control over what gets published. All microfilms are un-moderated and post instantly from the user’s mobile device. Most of the content on Vine’s platform is family-friendly. However, if your customer’s browse other users, they may come across something unsavory. One way around this is to guide your clients through the app. Explain that it is a free world market of video sharing, and encourage them to stick with relevant feeds to the business.

Use it wisely

One may be tempted to go overboard with these six-second microfilms by making numerous ones that contain little thought. Avoid this at all cost. Be as careful and as thoughtful as you would if you were writing an article. Your microfilms should be clear, creative, and reflect the spirit of your business.

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