Twitter has acquired Vine, an app that lets your record and publish six-second videos. You don’t need a Twitter account to sign up and you can view videos on Vine itself, but Twitter will embed the videos in your feed, like it already does with images, making it easier to share them with your followers. The videos are played on an infinite loop, similar to animated gifs which have recently seen a surge in popularity. As with other social platforms, you can follow users, comment on and like videos, use hashtags and tag your location. Like Twitter, captions are limited to 140 characters. The Vine app is currently only available on iOS, but it’s likely there will be an Android release soon. You can download the app from iTunes here. Twitter’s Vice President of product, Michael Sippey announced the launch on Twitter’s official blog:
Today, we’re introducing Vine: a mobile service that lets you capture and share short looping videos. Like Tweets, the brevity of videos on Vine (6 seconds or less) inspires creativity. Now that you can easily capture motion and sound, we look forward to seeing what you create.
It’s clear that the focus of this app is on creativity and sharing so it will be interesting to see how brands use it in the coming weeks. Some brands, however, have wasted no time and have already been experimenting with Vines over the last day or so:
Urban Outfitters have posted a number of videos on their Twitter feed. One featured an employee dressed as a bear running around a store and the one below shows a member of staff modelling a metallic clutch bag from their collection.
Diabetes UK has used Vine to illustrate the main symptoms of diabetes in a fun way and has also used the platform to thank an individual fundraiser.
Another charity, Dogs Trust, has promoted some of the dogs who need sponsoring and highlighted their text number at the end to encourage people to donate money.
Dove has had some fun with Vine by creating a simple animation using their products.
How Brands Can Leverage Vine
Here are some ideas for how you could potentially use Vine for marketing your brand, product or service:
- A showcase of one or more of your products
- A behind-the-scenes tour of your office, store, factory or somewhere else interesting
- Introduce your employees with a quick Vine profile
- A sneak preview of a new product or service you are about to release
- Show the highlights of an event you ran, e.g. a fashion show or an event your sponsored
- Answer frequently asked ‘how to’ questions from customers
- If you are a well known brand, copy Gap and display your advertisements or logos through the years
- Think of a story and record mini-episodes to release one at a time
- Get creative and make a fun animation. It doesn’t have to be relevant – animating the items on your desk is a good example.
- Respond to a happy customer with a thank you message
- Run a competition – You could ask your followers to create Vines on a topic or theme you choose, or film a mystery object up close and ask them to guess what it is. Use a hashtag to track the entries.
I am really intrigued by Vine, but I don’t have an iPhone so can’t dazzle you with my creativity just yet, sorry!