Vine: How to Create Marketing Material with 6-Second Videos

Thursday - 13 June 2013

Last week, there were more Vines shared on Twitter than Instagram photos, according to Topsy Analytics.

Vine, the Twitter app that allows users to share 6-second videos, has also already achieved a top spot on Apple’s App store since its release in January. Users post 5 Vines per second on average, according to research from Unruly. The videos also receive substantial engagement, creating an effective new marketing channel.

Four Months Later, Vine Is Earning Its Keep among marketers, Eric Sevick declares. Twitter users share branded Vines four times more often than branded online videos because they are less disruptive, load quickly and are, as Sevick explains, “a perfectly digestible nugget of content.” Smaller brands benefit because Vine provides a free, simple way to expose their names to a large audience.

How do marketers get started with Vine? After downloading the app onto your phone (it’s now available on Android phones, too), the actual video-making process is quite easy — it requires little more than using your finger to stop and start recording.

The difficult part comes in developing creative ideas for videos. Jason Ferster explains Vine’s abbreviated format complements Twitter’s 140-character count perfectly, “so the name of the game is just the same: whatever you share, make it quick and compelling.”

A good place to begin: create a Vine that introduces your company in a behind-the-scenes way, as Ferster recommends in Vine 101: 10 Ways to Engage Your Customers in 6 Seconds or Less. Ferster offers different ways marketers can use Vine — to increase engagement as a trivia game, to introduce new products, and to celebrate special events and holidays, to name a few.

Vines can be used to introduce new products, as Pepsi’s video above shows.

For advanced Vine creators, Christine Erickson shares 11 Types of Vine Videos You Haven’t Tried. Some of the ideas are simple, like the dramatic “white-out” method, while stop-animation and 360 tactics offer challenging (but entrancing) approaches to promote brands. When hunting for ideas, it’s best to set your brain to “Vine mode” throughout the day so that you’ll recognize good Vine material when you see it, Jeremy Cabalona recommends in 12 Ways to Make your Videos Stand Out.

As Vine is a Twitter app, don’t forget to employ hashtags in your Vines, Greg Jarboe reminds in How to Use Twitter’s Vine App. Trending hashtags provide brands with the opportunity to engage potential customers with their videos, and by monitoring hashtags, you can assess the ROI of campaign efforts. One hashtag that is always popular on Vine is #loop, so try tackling a loop video (Cabalona also offers advice on how to do so) once you’re experienced with the app.

See also: A Beginner’s Guide to Using Vine

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