Twitter has acquired Vine, a video creation application. Vine lets people record a very short, six-seconds short, video and share it with their friends. Since breaking ties with Instagram, it seems Twitter is working hard to go its own direction and carve out its own space in the social media world.
Vine is different from other social video sites like YouTube and Vimeo because videos are restricted to only a few seconds and because one of the main purposes of using Vine appears to be to share the videos through other social media channels.
Brands and Advertising with Vine
The obvious way brands will begin using Vine is by creating short ads and sharing them on Twitter. To fit into the six-second time frame, most brands won’t be able to repurpose the ads they have. To use Vine, your company will need to create short spots to share on Twitter that raise awareness or share information about your company and its services.
A Potential Problem
As Vine penetrates Twitter in the coming months and people begin exploring the application’s potential, brands will be able to better assess if the medium will help their digital marketing efforts. However, from the very beginning there is one potential problem with Vine: users may tune out and fail to click on Vine links shared by companies to avoid the ads.
The challenge of getting marketing messages in front of a targeted market is not a new problem, but it may be slightly different with Twitter’s addition of Vine. When brands tweet, their followers almost can’t help but see the message. Sure, they may skim past it, but the chances of them pausing and reading it are higher than the chances of them pausing, clicking a link and watching a video.
Overcoming the Challenge
To combat this problem, brands will have to find creative and enticing ways to use Vine videos. People will only click on video links if they feel there is some benefit to doing so. Videos and ads shared through Vine will need to be entertaining, offer special deals or share “exclusive” content only available through this channel, tempting followers to find out what they could be missing if they don’t watch the video.
Of course, ads and videos, online or not, have always had to grab viewers’ attention. Again, this is not a new challenge, but may be an added obstacle in finding ways to effectively use Twitter as Vine is added to the social site’s list of features and benefits.
Companies are already experimenting with six-second videos on Vine and Twitter, finding ways to reach their audience and more creatively send brand messages. How will your brand use Vine?
— General Electric (@generalelectric) January 25, 2013
— Birmingham City FC (@BcfcDotCom) January 25, 2013