Vine is a relatively new platform for sharing short form videos. It was only launched in January of last year. However, because Twitter acquired it shortly before its official launch, Vine had that associated marketing muscle behind it. Some brands have really done well in figuring out how to harness Vine to make an impact with viewers. Keep reading to get some tips you might be able to apply to your own objectives, along with some helpful case studies.
Be Aware of Seasonal Trends
Target uses Vines by creating videos inspired by seasonal themes. The big-box retailer has realized people are more likely to share content around particular holidays or seasons known for frequent shopping. Some of Target’s Vine videos have been built around events like Black Friday, going back-to-school and Thanksgiving, and that approach has seemed to work well.
Use Vine to Make Your Products More Accessible
Vine can also be very useful if your product is characteristically only used by very specific groups, but you’d like to do something to broaden your audience. Surgimedics is a company that publishes educational multimedia resources for the medical community about very specific topics such as laser plume and surgical smoke.
These two things pose risks to health care workers, but most everyday individuals wouldn’t think twice about them or even know why they’re dangerous. If you’re trying to market a niche product and want more people to know about it, you could use a Vine video that explains why your products are meaningful and describe them in easy to understand terms.
Convey Your Message With Brevity
Try using Vine if you’re experimenting with ways to spread your message without being long-winded. Just like Twitter has a character limit, Vine videos are designed to be short and sweet.
A creative agency called M&C Saatchi created a series of six-second Vine videos to encourage people to stop smoking. The theme of one of them drove the point home that by the time the video stopped playing, another smoker would die from a tobacco related illness. Sometimes it’s necessary to craft messages that are short yet powerful, so they’ll get noticed instead of passed over.
Tap Into the Crowd
Brands ranging from Disney to General Electric have encouraged people to create their own videos and try to win prizes. There’s no harm in doing that, but you can also use crowd interaction in another way. Airbnb used collective creativity by asking people to send in Vines that were eventually put together to build a four-and-a-half minute short film made entirely of those contributions.
Not only did that effort save the company from having to hire a team to make a marketing video, it also let Airbnb enjoy the impressive distinction of being the first brand to use Vines in such a way. Never underestimate how much people like to feel that they are part of something, especially if the individuals are already loyal to your brand.
You may not have thought at length about how to use Vine to help your brand get noticed, but these suggestions might help you gain traction in a crowded marketplace, all by helping people connect with others and your brand through videos.