3 Reasons Why Your Business Should Consider Using Vine in 2014

Posted on February 20th 2014

3 Reasons Why Your Business Should Consider Using Vine in 2014

ImageWith the increased emphasis on content in social media marketing this year, video has emerged as one of the key areas of focus. Even last year, Forbes was touting the strengths of utilising video content, highlighting the significant response rate of video over other formats. But while the numbers emphasize the considerable benefits, many businesses lack the time, resources and/or budget to create video content. Enter Vine. Vine has changed the way marketing teams look at video, expanding the options and reducing the overheads. If you’ve not considered using Vine in your marketing efforts, here are three reasons why you should re-investigate your options to ensure you're not missing out on a great opportunity:

1. Visual content significantly boosts content marketing success. All the stats show it, the marketing experts support it. Brands can achieve great reach and engagement results with visual content. A recent report from Cisco suggested that video will account for 69% of all consumer internet traffic by 2017. A Nielsen report found 64% of marketers expect video to be a key part of their strategic planning moving forward. The logic behind the numbers is clear – information can be communicated faster in video, people are more likely to share video content, a growing number of consumers say product videos make them more confident in a purchase. With video becoming more accessible via SmartPhone, its popularity has increased exponentially, and consumer expectation has also been heightened as a result. Video is a familiar and powerful medium that generally require less time commitment than written content and can generate a strong emotional response in very short exposure time. As noted in this piece from The Guardian ‘if a picture paints 1,000 words, one minute of video is worth 1.8 million’.

2. The barrier for entry is much lower than it once was. It used to be that you’d need to pay a third party video production company to shoot and produce video content. Not anymore. Vine is structured around a low-tech approach – the editing options are limited and there’re no additional filters - you shoot what you want, then send (note: it is possible to access additional editing options by using the VineClient app). The six second limit also means the cost is kept to a minimum, whilst not lugging you with the burden of lengthy production time. Vine is designed to be quick, easy and accessible to all users, from tech experts to kids. And just as Twitter changed the game on communications with its character limit, Vine’s run-time limit re-imagines the approach to video, forcing you to expand your creative thinking on how you’re going to capture attention and convey an intelligent message in such a short amount of time. These constraints have lead to some amazing content, all made for relatively minimal cost. And while the time limit is restrictive, it’s also freeing, knowing that you’re not under obligation to fill minutes or hours of content. You get in, present what you need in it’s most direct form, then get it out. This was simply impossible ten, even five years ago.

3. Brand Vines are shared four-times more than any other online videos. This is the clincher. Not only are Vine videos relatively cheap and easy to make, but they are 400% more likely to be shared than other forms of video content. That’s a pretty compelling case right there. That sharing is not on a limited scale either - nine tweets that include a Vine video are sent every second of every day. A Facebook group that collects the best Vine videos, ‘Best Vines’, now has 19 million likes – that’s more than the population of most countries. The popularity and reach of Vine content cannot be underestimated. One of the major appealing factors of Vine is it only takes seconds to watch – people are more likely to press play knowing that it’ll only take a moment, then they can get on with their day. If you can condense a clever brand message into that six-second time frame, there’s a high chance that it’s going to get seen and shared, spreading your brand message.

There are many examples of brands using Vine creatively and achieving great results (check out ‘Brands on Vine’ for inspiration). Whilst it may seem like video content is beyond the capacity of your business, if you look through the examples, you’ll find many pieces are extremely simple. You still need to create great content, but doing some research and expanding your thinking on what’s possible may lead to you having a ‘light bulb’ moment for a Vine piece. And even if you try it and it doesn’t pan out, it’s not going to blow your budget. Vine offers great opportunity for branded content and is a platform that all companies with a social media presence should consider using. Who knows, you could become the next viral sensation.

adhutchinson

Andrew Hutchinson

Andrew Hutchinson is a freelance writer and social media consultant from Melbourne, Australia. He has more than 11 years experience working in media monitoring, helping clients locate, evaluate and action keyword mentions in all forms of traditional and digital media. He's an internationally published author, an award winning blogger, a HootSuite Ambassador for the APAC region and one of the 'Best Thinkers' on Social Media Today. For more information and full contact details go to www.andrewhutchinson.com.au

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Comments

Hi Andrew, this is good one. I am constantly reading about the Vine and your information is spot on and makes lot of sense.

Hi Madhava, thanks for reading - glad the information helps.

Hi, Andrew. There really hasn't been widespread adoption of Vine though, like so many marketers and brand managers had hoped. 

One thing (as a department head at an agency) I have to consider, is: "do we want to get some of our clients on it now, or wait until, if it is, adopted more widely by the public?" 

It's a question I have to ask when considering new(ish) platforms to market with.

Hey Eric - thanks for reading.

I'm not sure the adoption of the platform by users, as such, is critical to utilising it as a marketing tool. Most of the brands that are using Vine well are sharing that content on their other platforms. You don't need a Vine profile to view a Vine video, so you can share your Vine created content with a wide audience regardless of their interaction with the app itself.

Definitely I've seen great audience responses from Vine content - we recently created a stop motion video showing how a small business creates their handmade necklaces, showcasing the work that goes into each one and highlighting how 'handmade' each piece actually is. It's a great tool for this sort of communication, and at six seconds, puts no major time obligation on the viewer. A lot of the people who watched that piece would not have been Vine users, but they can still view it.

Including Vine videos in branded content can function separately from the app itself. 

Understood. However, Instagram's video feature serves a far better purpose than Vine for the reasons you mentioned. And, since Instagram is already upbiquitous in use and allows up to 15 seconds, it just seems like a no brainer.

I'm still watching and waiting (with anticipation) to see if Vine is able to gain more widespread adoption. Looking forward to what 2014 brings for Vine!  

Great article, Andrew. I don't understand the trepidation of your commenters in using Vine as a tool for video content production/storage/distribution. They cite as the reason for their hesitation, lower adoption rates of Vine compared to other similar options (i.e. Other standalone social networking video "portals.") We seem to be trapped in the reality warp created by company-ettes like Vine and What'sApp in an attempt to maximize the money generated by their exit strategies, by convincing the market they are fully formed companies, and not the "features" they'll eventually reveal themselves to be. I suppose this is only relevant to marketers when it blurs our perception regarding what we use and how we use it. It seems as if the cycle time from innovation to commodity is occurring in the blink of an eye, such that any endeavor that misses the "first mover" window can only aspire to serve as food or stepping stones for the final contenders. The market shares of the giants that will be left is the part of the system where adoption rates are relevant. (Well, subscriber base is also important to stakeholders in companies like Vine, seeking max exit "booty;" though not nearly as relevant for end users as is actual user experience.) So, unless I'm missing something (which wouldn't be a first), Vine's real value is as just another social media content upload and storage provider tool that has universal capability for use among the main social media portals - making the user experience of the creators and viewers the real traction points here. Finding the right balance between speed, consistency, ease-of-use and transparency should be the deciding factors determining the value of these features masquerading as companies. (e.g. Vine, YouTube, Instagram - vid "features;" WhatsApp, etc. - msg "features")

Hi DeRicki - Yeah, I agree, the value of Vine, at this stage, is more as a utility device, not as a stand alone network, in which case the platform adoption rates are less relevant. But I also understand the perspective that there are more users on, say, Instagram, so you'd be utilising an Instragram video for it's functionality within the context of your other networks whilst also giving yourself the potential of gaining additional traction within the wider Instagram community - so you could expand your potential reach by serving content on two fronts. As noted in the piece, Vine videos have proven to be extremely popular and the emphasis on low-tech makes it a solid starting point for anyone looking into video, an opportunity I think is hard to ignore. But everyone has their own approach, there's no definitive right or wrong way to go about it.

Agree with your points, particularly on the deciding factors - thanks for reading.