You haven´t heard about Vine yet? No worries – only 10% of the internet has. But it is very likely that you will come across Vine, Twitter´s newest video app, very soon. Launched in January 2013, the mobile application allows its users to take and edit six-second videos, post them to their Twitter feed and share it with their followers. So Twitter has remained true to itself and has translated it short-message philosophy (only 140 characters per message) into mobile videos. The app is currently only available for iOS devices, but Android versions are expected soon.
Vine is not the first video sharing app, so why the buzz it created since its launch? Well, even though it is a separate application, Vine is truly integrated into Twitter and based on the same accounts. So all of Twitters 200 million users can now use this short, sharp and brilliant app to generate content and share it with the world in real time. As the six seconds videos do not have to be recorded in one run, but with unlimited breaks in between, it allows users to tell real stories in just six seconds.
And as research proves, video sharing is (just as photo sharing) a truly mobile behaviour, which is driven by increasing smartphone penetration and increasingly lower data tariffs. Because the videos are shot on smartphones and are so short, Vines have the capacity to look amateurish and unrefined. This gives Vine an ‘everyman’ quality and in a short six-second dose, a large part of its charm.
Just as YouTube and Twitter, Vine definitely has the potential to grow into a powerful communication platform that advertisers should be aware of.
It’s easy to see news organisations, movie studios, TV shows and music industry releases using Vine as a straight forward sample distribution channel. Successful use of the platform in six seconds will require sound editing skills, but in a similar way to how these organisations already use Twitter to trail their content.
Any brand however can use Vine as a part of their overall content strategy and there are already Vine communities growing around specific content groups such as fashion and football.
Anyone with a product or service to sell can use Vine and not be bound by the high costs it usually takes to produce a TV or audio visual advert. Successful use of Vine as a creative platform is open to everyone. It’s a great leveller.
Currently, brands should use Vine with a test-and-learn mentality to see if this platform drives the type of engagement a brand is looking for. The opportunities around focusing content into six second bursts are challenging, but also potentially very exciting. It can for instance cross-promote an existing social footprint or even become a channel for consumer feedback. As costs are so low and handling is easy, brands can send out hyper-immediate news such as teasers, behind the scenes shots or real-time impressions from an event.
Given these opportunities and more, brands should start thinking about how ultra-short form video can play a role in their social and content strategies.
There has been no mention of a commercial model for Vine from Twitter at this stage, it is too early in its life cycle. From our conversations with Twitter executives, we believe that they will allow Vine to take its natural course for now, growing and building scale before there’s a commercial offering. When it does come, it’s easy to imagine it being in a very similar vein to Twitter, with sponsored and promoted Vines being a straight forward entry point.
In the meantime it’s a free, blank canvas and everyone is invited to play.
Aggregated Vines – please be advised, there is NO MODERATION ON THESE:
7 creative examples of how TV brands are using Vine: