On January 24, Twitter announced the release of Vine, a video-sharing application that enables users to shoot short, auto-looping snippets, and share them to social media sites.
The app, currently Apple iOS only, was immediately adopted by foodies, pet lovers and young people with time to spare. Sites like Vinecats.com (yes, felines) and Vinepeek.com (an aggregated, un-moderated feed) appeared almost overnight, streaming newly posted clips from around the globe, in real time, 24/7.
What You Can (and Can’t Yet) Do
Vine lets you record a single six-second clip (with ambient audio), or create series of the same length by touching and releasing your iPhone screen. Add a caption and share it on Twitter, Facebook or Vinepeek with just a couple of clicks. If you get cold feet or a flash of creative insight just before sharing, there’s a quick delete feature that lets you start all over.
Vine’s feature set may (or not) expand over time. Right now, there are no record or play buttons, and no titling, tagging or editing features, and uploading shots from your iPhone camera roll isn’t yet supported.
B2C Leading, B2B Lagging
As expected, the Vine train is moving quickly. Stories and examples of creative uses are emerging every day. Some fast-thinking B2C brands, including UrbanOutfitters and RedVines — are already integrating Vine video into their social media mix. Mostly, however, companies, especially in B2B, are still trying to decide if, how and when Vine will play a role in their integrated marketing.
Until they do, here’s a short list of the more promising ideas we’ve come across thus far:
- Service company before-and-after videos: for hair salons, auto repair shops, landscapers, pet groomers and cake decorators. Also, artisans, crafters, even tattoo artists. Video can be a powerful storytelling medium. Even in six-second clips.
- Sneak peeks: let VIP clients, partners or execs see a new product, web design or logo, similar to what General Electric did here—before anyone else.
- Contests and promotions: The Cavendish London Hotel’s #ValentineVine competition, invites amorous entrants to win a free two-night stay by creating and uploading the “most romantic” Vine video.
- Branded flickbooks…?: Surely there’s way for ambitious creatives to borrow from this clever visual idea from the UK’s Animate & Create studio.
Budding Opportunity?
Vine’s inherent brevity will challenge many marketers. Still, investing time in a tool that’s fast, free and easy to use could give you an edge—and sprout new growth from social-media marketing.