Vine’s New Web Profiles Will Help Build Brand Identities

As of August 2013, Vine had 40 million active users.

Vine is ready for its close-up. The video-sharing app finally has a feature that almost every other social network provides—a profile page. The app, which allows users to share videos of six seconds or less, introduced standalone Web profiles last week, allowing users to access their Vine feeds via Web browser.

The new profiles enable brands to establish their identities on the app more visibly, as users will have a specific URL to visit in order to view the entirety of a brand’s Vine content.

It’s another example of a mobile-based platform conforming to the formula of the Internet, as many users want to view pictures and videos on screens larger than the ones their mobile devices provide. A year ago, Instagram introduced Web profiles that enable its users to view their pictures on a much larger scale.

Vine also introduced what it is calling “TV mode,” which allows for full screen viewing of videos that play and scroll in sequence. Using this feature, brands can use multiple Vines to tell stories that take a bit longer than six seconds to explain.

With the introduction of Web profiles, Vine is shaping up to a more important platform for online influencers. If you want to get your organization into the Vine game, here are some tips on how to make great branded Vines, courtesy of Econsultancy’s David Moth:

  • Make sure your video serves a purpose. Vine’s instantaneous nature means it’s tempting to just record the first thing that comes into your head. Think about why you want to use Vine. Often brands use it to give people a peek behind the scenes at their company or promote a new product, but it can also be used for competitions, to attract user-generated content, or for quirky short ads.
  • Remember that Vine records sound as well. When you watch a Vine the default setting is to have the volume switched off, which seems to trick some brands into thinking that they don’t have to worry about the sound. At the very least, brands should make sure that the sound isn’t offensive to the ears and ideally should be incorporating speech or some sound effects into the clip.
  • Keep it simple. Focus on one idea. Simplicity is the aim of the game when creating a Vine. Focus on one idea and work out a succinct way of getting your point across.

Follow Brian Greene: @bwilliamgreene