Having begun my inbound career as a social media strategist, I am always excited when a new platform or tool is introduced. I can’t wait to check it out and get a feel for its interface, usability, mobile functionality and, as a senior consultant here at Kuno, determine whether its something I might recommend to a client.
I must admit it’s been a while since I’ve been really excited about a social media newcomer. Enter Vine, a mobile app recently released by Twitter that essentially allows users to publish the video version of a Tweet: a brief 6 seconds of looping video. Users have flocked to it in the weeks since its release for a variety of reasons. And at this stage of the game, I would argue that any brand could use it. I’ll give some suggestions momentarily, but first let me tell you why I think Vine is so great:
I’d be remiss if I didn’t note a few shortcomings with the app:
Now that you’ve gotten a feel for the sheer genius of this app, you might be wondering how you can use Vine for your brand. Here are a few ideas:
While it’s only been out a few weeks, many brands jumped on the bandwagon quickly and are using Vine to promote their business.
GAP: Not only is this a clever use of Vine, but it’s very on-brand and fits in perfectly with GAP’s series of television commercials over the years.
Trident: The videographer behind this optical-illusion from Trident clearly has a lot of patience.
Al Monitors: If you feel you lack GAP’s creative resources or Trident’s patience, here is a great example of a way to use Vine that anyone can do. I love this one because it simply lets you meet the people behind the Al Monitor brand, which is something I don’t think enough brands do.
Moose Tracks: I chose this example because it’s clear it was easy to shoot, but it also tells a great story and makes the viewer laugh.
Ritz: Ritz gives a nice example of an easy product featurette.
People Magazine: People’s correspondents used Vine to capture moments with celebrities on the Grammy’s red carpet. Here’s a nice brand mention by comedian Kathy Griffin.
If you’re still questioning whether Vine can be used to tell a meaningful story in only 6 seconds, I encourage you to download the app and watch the amazing stream of user videos. I’m always amazed by the limitless creativity.
I’m dying to know, marketers: Are you using Vine yet for the brands you oversee? Please leave a comment below and show off your videos, or feel free to share your favorite examples from other brands.
With a decade of marketing experience, Meghan Sullivan is a Senior Consultant at Kuno Creative and is passionate about developing and executing inbound marketing strategies for her clients. When she’s not doing that, she’s probably curled up on the couchwith her dog and iPad, or exploring Cleveland’s incredible food scene. Connect with Meghan on Twitter or LinkedIn.
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