You Are What You Eat: Optimizing Content ConsumptionQuality? Or Quantity? Content Marketing Struggles with the Right Path Forward3 Ways to Take Brand Advocacy to the Next Level with User-Generated Content5 Reasons Why Your Content Marketing Isn't Working
Let's Measure Social Media ROI in a Way That Isn't StupidTo Grow Your Social Marketing Budget, Determining ROI Is a Critical Job SkillWe Need to Rethink Our Definition of Engagement
- Content Marketing
Technology & Data
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthSandy Carter's 6 Social Business Lessons to Learn from Candy Crush5 Tips for Creating a Company Culture that Connects with Your Sweet Spot ClientsWhy Leadership Should Be a Collaborative Exercise
8 Internet User Statistics Every Small Business Should Know AboutCan't Find Time for Social Media? This Approach Will Help6 Ways to Turn Your Small Business into a Media Hub
- Social Organization
Beyond Engagement: Why Advocacy Is Always About the PeopleFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Snapchat and Vine: Sharing Your Message in Ten Seconds or Less
Posted on February 15th 2013
When it comes to finding new and creative strategies to incorporate into marketing efforts, brands are realizing that the shorter the message, the better the response from their target audience. Forget tweeting your message in 140 characters or less; try seeing what your marketing team can accomplish in ten seconds or less. With new applications such as Snapchat and Vine taking the digital world by storm, it’s time to consider how your brand can embrace short-form content, as well as what applications will work best to achieve your marketing goals.
As social media continues to go more visual, with platforms such as Pinterest and Instagram, it’s no wonder that Snapchat found instant success, with over 60 million photos being shared daily. Snapchat allows users to take and send “snaps”, mobile photos and videos that also include typed out messages or doodles, to any contact in their phone. So what’s the big deal? After all, we can all take pictures on our phones and text them to friends in our contact lists. Why even bother downloading an app that does the exact same thing? The key to Snapchat’s popularity is that it is the exact opposite of platforms such as Facebook, where photos are taken, uploaded and shared with the world for friends and family to see for as long as the image exists in their Photos. The creators of Snapchat based their product around enjoying life. Snapchat photos should be spontaneous, unedited and real. Therefore, snaps can only be viewed for up to ten seconds; once the time limit is reached, the messages vanish into thin air and can never be seen again by either the sender or receiver.
Another reason Snapchat is so popular – its ease of use. How many times have you gone to use the camera on your phone because you wanted to take a picture or video? You hold up your phone, ready to capture the moment and then you realize your phone is taking a video instead of a picture or vice versa. By the time you switch to the camera setting you want, some of the moments you wanted to capture are lost, leaving you frustrated. This is one of the reasons why Snapchat was created. According to their blog, Snapchat is all about sharing moments as they happen. Unlike normal cameras applications, the photo and video settings in Snapchat are the same button. If you want to take a photo, just tap the button. If you want to capture a video, hold the button down and lift your finger when you are done recording. Simple as that!
*Editor’s Note: Although Snaps only last up to ten seconds, those who receive the messages can still take screenshots of the images and save them forever.
Another recent short-form content application bursting onto the social scene is Vine, Twitter’s new mobile app that allows users to create and share six second looping videos. So here’s the question – what can you accomplish in six seconds? Vine gives brands the opportunity to think outside the box and find a creative way to share their stories through GIF-like videos. Just like Snapchat, recording a video is as easy as tapping and holding down the screen. Users can either record all six seconds at once or break the session down into smaller clips. This can be done by holding the screen down to record and lifting your finger to stop. Besides recording simplicity, what makes Vine so popular is that the videos shared by you and others are embedded in the tweets, so you never have to leave Twitter.
Many businesses are taking advantage of Vine because it opens a whole new way to market themselves, with how-to videos, behind the scenes footage and more. Furthermore, when it comes to brand loyalty on social media, transparency is key. People are on social because they want to have a relationship with those companies with which they do business. By genuinely interacting with your target market and sharing creative content that humanizes your brand, most social media users will return the favor by spreading positive reviews online and through word of mouth. This is where Vine comes into play – it’s a creative, different way to give people a glimpse into who you are as a business.
As stated earlier, short-form content is the new king of marketing. Vine is an excellent way to not only highlight the personality behind your brand, but also shake up your content strategy by incorporating video. Snapchat, on the other hand, with its self-destructing images, may be harder to incorporate into your marketing strategy – at least for now. According to the New York Times, Snapchat is hoping to partner with brands that want to share sneak peeks of new products or inside scoops of upcoming events and deals. Therefore, whether it’s for business or just for fun, take a look into Snapchat and Vine and see how creative you can be in ten seconds or less.