In January 2013, Twitter released Vine video, its free video-sharing application that enables brands, businesses and consumers to shoot and upload six-second snippets to blogs, presentations, e-mails and social media sites.
In an article posted soon after Vine’s release, we reported on early commercial adopters’ first efforts, and suggested a few practical Vine video marketing tips virtually any business can use, such as: before-and-after videos; pre-launch product, packaging or design ‘sneak peeks’; branded contests and promotions.
Recently uncovered Vine applications that, with a little imagination, could play a role in expanding and enhancing your mix include:
- Personalized welcomes and thank-yous. Break the ice and establish rapport by sending new customers a video team-introduction and thanking them for their business.
- Differentiation and awareness building. Vine video enables even the smallest business to create extra awareness for unique capabilities, services or equipment.
- Seasonal or holiday offers: Using data-driven insight to Tweet, post or send specially targeted discounts, offers or bundles.
Good Examples Scarce
Admittedly, it’s been easier to suggest how business could use Vine than to find brilliant examples to share. From what we’ve observed since January, even big brand marketers still seem to be experimenting, working through Vine’s limitations and learning to tell a good six-second story.
Executions that may provide actionable ideas and insights include: Nordstrom’s Puma footwear clip (points for creativity) and Bacardi UK’s ‘how-to’ cocktail recipe video (brand/product appropriate format).
Sip A Little @Pinot
Want to go beyond the usual people-and-product clips? Check out the wickedly clever stop-motion technique of animator and Vine master @Pinot. Samples (linked below) not only showcase his artistic talent, but feature a cleverly satisfying twist to end each well-told story. @Pinot’s techniques could be both instructional and inspirational for helping you create truly memorable Vine vignettes.
Bottom Line
It’s early yet, but marketers still seem to be feeling their way along with Vine. Some will give up and abandon it and refocus on more promising initiatives, such as search or social media marketing. Others will continue to explore and experiment—pushing the limits until Vine produces some fruit.
Vine Video Clips by Twitter User @Pinot
- Hungry fish: https://vine.co/v/bHdth6v9KEK;
- Rubber egg reveal: https://vine.co/v/bv9dvKvDIBX
- Paper to digital balloons: https://vine.co/v/brpKAXPpp39
