Vine, dubbed by some as “the Instagram of video,” appears to be one of the most promising video apps in recent memory, and is getting a long look from communicators. The service, which Twitter purchased before it even launched, allows users to create six-second video montages that loop continuously (check out VinePeek to view newly posted Vines in real-time).
So why all the fuss? Here are five things you need to know about Vine:
1. It’s video for the mobile generation.
In order for brands to thrive, their content must be mobile-ready. But the transition has proven difficult for video: Users might not have the time (or attention spans) to watch an entire clip while browsing quickly through their feeds; audio makes videos tricky to watch in public and videos need a solid Internet connection to avoid the “buffer wheel of death.”
But Vine bypasses all of these concerns. It enables brands to create bite-sized, easily skimmable video content that’s tailor-made to the browsing habits of today’s mobile users. Vines also play automatically in the app and on Twitter, removing even the slightest barriers to consumption—a critical step when one extra click can mean the difference between a view and a skip-over.
2. Vine acts as a visual extension of Twitter.
Little by little, Twitter has increased its focus on visual content: Making photos and videos expandable and viewable as part of tweets; replacing third-party image-hosting apps with its own; introducing Instagram-like image filters and now adding embeddable videos with Vine.
Although Vines can also be shared on Facebook, the integration is much clunkier — users see only a static thumbnail, which then launches a new browser tab. On Twitter, users can open, view and pause Vines seamlessly within their own tweet streams. This tight integration could easily lead to promoted Vines for brands, much like sponsored hashtags and promoted tweets.
3. Brands can tell stories on Vine that they know their viewers will watch all the way to the end.
Research abounds on the optimal video length for the Web’s modern viewer, with recommendations varying from 30 seconds to four minutes. But by capping its videos at six seconds, Vine asks for a virtually insignificant time investment from the viewer.
This all but guarantees that if someone starts watching your Vine, they’ll watch the whole thing. Since Vines loop endlessly, most consumers will probably watch them through multiple times. Instead of worrying about the video’s parameters, the lightweight nature of Vine enables brands to focus on what they should do best: tell a compellling story.
4. Content is still king, but creativity has become the prince.
More important than any medium, budget or featured celebrity is the actual quality of the marketing messages you create and produce. In other words: content is king. However, the quality of your content is fueled by the distinctiveness of your creativity. And the less you have to work with, the more creative you’re forced to be.
In other words: constraints drive creativity. Such is the case with Vine. It now offers video makers a very limited toolkit: all video must be shot on an iPhone (for now); it must be shot within the Vine app; it can’t be cropped, edited or touched up after the fact; you can’t add any text or special effects and external videos that were taken somewhere else cannot be imported into the app.
Although these might seem like barriers, smart marketers will see them as opportunities for their creativity to flourish, creating content that tells a story that wouldn’t really make sense on another medium. Google these lighthearted examples: “Dying for a coffee” from one of Twitter’s illustrators and “Good things come together” from Malibu Rum.
5. What does this mean for other video apps?
Vine isn’t exactly a pioneer when it comes to short-form video. Apps like Keek, Tout and Viddy have been working to break into the mainstream for some time, even racking up an impressive number of users. But something about Vine has given it a sense of momentum that the others never enjoyed.
More than anything, it has shown that people are looking for more simple, shareable ways to express themselves. Brands should be looking to do the same. PRN
CONTACT:
Jason Woodward is a research & social/digital media associate at Hunter Public Relations in New York City. He can be reached at [email protected].
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