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VOL. 38 | NO. 10 | Friday, March 07, 2014

Fresh off the Vine: Six seconds to an effective strategy

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Given the increasingly shorter attention span of today’s Web user, it’s no wonder Twitter’s looping video app – Vine – is crawling its way into brand marketing strategies across the globe.

At more than 40 million users in just over a year, it’s making a strong run at rival Instagram, now more than 3 years old with more than 150 million users.

Video sharing platforms, like Vine, are expected to grow during the next several years, as video is the new frontier in driving higher levels of social media engagement.

Vine enables users to post and share six-second looping video clips via mobile devices. The camera records only while the screen is being touched, allowing for on-the-fly editing and stop-motion effects.

Vine video clips can be shared to the Vine network, Twitter and Facebook, allowing video content to go viral quickly and easily, as users can just click the “revine” button beneath your Vine video to instantly post it to their profile for their followers to see.

While more business-to-consumer (B2C) brands are using Vine than their business-to-business (B2B) counterparts, participation by both groups is increasing significantly month to month.

To determine if Vine is right for your business, assess the site’s user demographics to ensure your target market is well represented.

Vine users are older than you might think, with Adobe Social reporting half of those talking about Vine on Twitter are older than 35.

Vine is a mobile app with no desktop counterpart, however, and it requires a smartphone, which rules out a strong percentage of 65-plus users.

Pew Research Center’s September 2013 report on smartphone usage shows Vine is the best fit for brands targeting consumers ages 18-49, as more than 65 percent of this age group own smartphones.

Provided Vine is a fit for your brand, consider some of these Vine content strategies:

  • Make the process of receiving and un-boxing your products a fun one by shooting video similar to opening a present on Christmas morning. Also consider revealing new products by showing just half of the new product, asking your customers to guess what the new product might be.
  • Demonstrate how your product is made with a behind-the-scenes video, or solve common problems that relate to the products or services you offer by posting ultra short how-to videos.
  • Tell the six-second version of your company history or commitment to giving back to the community.
  • Give a video tour of your office and unique culture. Ask customers for one- or two-word video testimonials that you can string together to share how customers see your brand.

Whether or not Vine makes sense for your brand, there’s no denying the increasing importance sharable video content is playing with today’s consumers.

Lori Turner-Wilson is an award-winning columnist and managing partner of RedRover Sales & Marketing, www.redrovercompany.com, with offices in Memphis and Nashville. You can follow RedRover on Twitter (@redrovercompany and @loriturner) and Facebook (facebook.com/redrovercompany).