Brands Making the Most of Six Seconds on Vine

​Less than a month ago, video platform Vine celebrated its 100-day birthday. With five Vines shared every second on Twitter, it's clear even at its young age, this new six-second video feature is becoming the new "it" social media tool that companies across sectors are embracing. Here are some awesome ways companies are showing off their stuff with Vine: Giving customers a behind the scenes look. Vine is a great way to give people an office tour or an inside look into your brand. For example, startup Skillshare Head of Communications and Partnerships Helena Price shared this Vine of employees doing the Harlem Shake, successfully showing the human side of the company culture. Telling their brand's story. Every brand has a history. Capturing that history can sometimes prove to be a challenge. Clothing store Gap uses Vine to its advantage in this clip to tell its brand's story, highlighting the evolution of its jean brand through quick video motion. Providing helpful tips for customers. Tips, tutorials and presentation can help position your company as an expert in your industry. Vine can help bring concepts home for consumers. Home improvement store Lowe's effectively engages its audience by providing tips, such as how to organize cleaning products, get rust stains off knifes, and more, via Vine. Showcasing your product in a unique way. On the outside, a product your company offers may seem one-sided or plain boring. Vine can help bring those products to life. On National Licorice Day, candy company Red Vines showed the creative side of its traditional sweet with this Vine. Giving followers a sneak peak on a new product or service. For companies preparing to launch a new product or service, Vine can provide the perfect "sneak peak" for your customers. A great example can be seen in People Magazine, which launched this Vine as a tease to one of its latest issues, giving viewers of taste of what's to come without eliminating the need to buy the product. Thinking of starting a Vine for your company? Here are some things to consider:

  • Don't join Vine just because everyone else is doing it. As HubSpot's Rachel Sprung recommends ("The Do's and Don'ts of Using Vine for Marketing"), Vine may not be the most appropriate channel for every company. Experimenting with Vine to evaluate its effectiveness may be the best approach for your company.
  • Don't try to squish a big concept video into Vines. Vine is meant for simple concepts. If you need more than six seconds to communicate a message, Vine may not be the best approach.
  • Don't create Vines intended for private groups or only certain sectors of your audience. Vine is a public entity. It is not possible to segment or only allow private access to one type of audience. Only share information on Vine intended for the general public.

By Amey Owen, Social Media Associate at Solomon McCown & Company

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