Lately there has been a lot of buzz about Vine, a new video app. While it isn't the first video app to hit the market, this mobile service allows the user to share a short, six-second video using Twitter. The easy-to-use app with simple Twitter integration has left businesses wondering how they can take advantage of this new tool.
Marketers can potentially use Vine as another tool to attract audiences and generate positive conversations; however, it's important to find the right fit between your business and Vine. The app is great for telling short stories with a distinct beginning, middle, and end. Companies are utilizing Vine to show how they work, share company culture, advertise products or services, and give tutorials about their areas of expertise -- all of which are great content additions for marketing collateral. For example, companies in the food industry can use Vine videos to show restaurant dishes and daily deals, as well as a step-by-step inspiration for making your own meals at home. It's a marketing tool, public relations tool, social media tool, and sales tool all in one, but only if it's planned and utilized correctly.
As always, with any new tool that can be used for both personal and professional uses, there are important do's and don'ts to follow:
Do's and don'ts when using Vine
Don't jump without looking first
While it is a fun, new tool to use, it is important not to rush into the app. Play around with it internally before sharing a video with the masses.
Don't forget to have a purpose
A person or company must know why they are presenting videos to the world. If Twitter is a micro-blogging platform, Vine is a micro-storytelling app. You will need a micro-plan by using some form of a video planning template.
Do keep content exclusive
If it looks and feels like something that could have been an Instagram photo, maybe it should have been just that. For example, a six-second video of your breakfast would be much better off as a photo. Take advantage of the unique functionality and storytelling capabilities that a social video app offers.
Do be innovative
Find your niche, and do something inspiring and memorable to keep others watching and sharing your videos. It's no secret that creative content is more compelling, so keep that a priority.
Do pay attention to the market
It's important to understand what is trending in social media, mobile apps, and video. There's a wealth of really good ideas already brewing out there on Vine. Pay attention, take some notes, and use that information to stay one step ahead.
Do find new ways to tell stories
Advertise, share, explain -- there is a wide variety of things you can do with this app, so take the time to explore and create your videos. Like Twitter's 140 characters, six seconds isn't a lot. Figure out how you can tell your best possible story in that short amount of time.
It is up to each particular business to decide whether diving into the latest marketing tool is a good fit. Use a standard brainstorming model: "People who watch our six-second videos will [blank] because of [blank]." Your strategy should be based on how you want your audience to react, what you want your audience to do, and why. With Vine, companies can do more than share a picture. For example, they can show how products work and look, giving your audience a better feel for your product or service than a single picture can do.
Many marketers might be thinking: "Six seconds? What can you do with that?" The answer: A lot! First and foremost, six seconds is so short that your audience is more likely to click on a Vine link than a YouTube link simply because they know it isn't going to be long. Also, creating the six-second Vine video only takes six seconds. One current drawback to the app is that prerecorded video can't be used, so it is important to prepare for your video plan beforehand. Make sure to use those six seconds wisely.
Rocky Walls is CEO and co-founder of 12 Stars Media.
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