Heard It Through The Grapevine?

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Written by Victoria Louise Crump-Haill – Digital Strategist / Account Director

The release of the new video sharing app by the people from Twitter called Vine allows six second looping videos to be shared online and embedded into Twitter feeds. Like Tweets, the brevity of videos on Vine (6 seconds or less) inspires creativity. Vine has taken video marketing to a new level as a simple video with micro-content can send out a powerful message. But what impact will it have on brands?

With the increasing importance of mobile devices in people’s lives, it’s no surprise that micro-content is evolving and becoming such a focus for marketers. People nowadays expect to digest information quickly and on the move. And even when people have their feet up on the sofa at the end of the day, iPad in hand, online attention spans are still getting shorter and shorter, with people expecting articles and videos to get their message across as quickly as possible. Even the old 3 minute YouTube rule seems obsolete these days as the adverts on YouTube make the content harder to access quickly and the invention of Vine gives brands another opportunity to give their message across in a quicker fashion. If you can’t get your message across in 6 seconds, we don’t want to hear it.

The alluring thing for brands about using Vine for quick video clips is that the time investment is low. Vine videos don’t take hours of editing, as the videos are made (and edited) on the spot. Furthermore, Vine encourages brands and individuals to be creative. If you want to make the most of those six seconds, brands will need to think out of the box. Weapon7 created great and hard-hitting anti smoking campaign in six seconds. Have a look here.

Vine also gives brands the chance to release exclusive content in real time. Instead of filming a video, editing and uploading it to YouTube, Vine makes everyone a film editor. Fashion brands made the most of Vine during London Fashion Week, with models and celebrities releasing 6 second video clips from the front row of first hand glimpses of collections. (See: model Cara Delevigne and fashion blogger Bip Ling). Brands need to be careful however with this new power – not just giving the responsibility of Vine to the newest intern! This really is a powerful social channel with the potential to sway opinions, change minds and gather momentum. But perhaps the most value is to be gained by brands listening to what their customers are saying about them. Vine looks set to stay in the social media mix and will become an important channel of communication between brands and the public.

Here is our first Vine creation:

‘The trainers that fell in love’ https://vine.co/v/bw55ALbaT13


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