First off, let's be clear: If a brand is on Vine, it's already a step ahead of the competition. So by no means should any marketers feel discouraged if, at the end of this article, they realize they've committed a faux pas or two with the video-sharing tool. It happens. Not every post is going to be an on-brand work of art.
But, that said, the six-second video-sharing tool has been around long enough for us to start getting a sense of its best uses -- along with its worst abuses. And with similar opportunities springing up elsewhere -- specifically the launch of Instagram into the short-form video space -- it's time for brands to be clear on the dos and don'ts that come along with this unique opportunity.
In this article, we'll show some examples of the don'ts. But again: Don't judge these brands too harshly. Many of the companies present in this article are likely to also turn up in articles pointing to the best uses of Vine in marketing. You win some, you lose some. The point is that you keep trying.
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@Sammy/Jo (same comment?) -- How does one do voice over on a Vine video? I'm not aware of that capability.@Ken -- I'm working on that "Good Vines" article right now ;) Publishing right here very soon.@Ryan -- You don't need money to make a good Vine. Just some creativity or interesting subject matter or both. "It's just like a mini mall..."@Nick -- Yep.
g with stop-motion effects on Vine. It is just much more complex and time consuming.
Good article Drew, but how about some props for those of us leveraging Vine more effectively?
These are great! The last two look strangely like low-budget local commercials you may find in Anytown, USA.
Great selection of Vines that failed. As for the General Electric Vine, it would have been possible to include the song with stop-motion effects on Vine. It is just much more complex and time consuming.
I love the second Trident video! Very clever.
Vine is the newest kid on the block and brands that are trying to figure it out are already way ahead of the game, like you mentioned. But being the first means making mistakes that the rest of us can learn from. I'm sure these brands will fine tune their Vines as they go. Some will be great, some will be terrible, and we'll all learn something along the way.
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