Got six seconds? That's enough to promote an idea, product, service or a brand. With Vine, the video-sharing app from Twitter, marketing and promotion has taken a faster route. The mobile video sharing service allows you to make short looping videos (up to 6 seconds) to share on Twitter and Facebook, and also on Vine network.
Believe it or not, it's the shortest yet hottest thing in social media marketing.
Vine - A Marketing Tool
Businesses these days are open to use video or images as a marketing tool. The reason behind this is simple - they are much more compelling and engaging than plain old text (articles, blogs, etc.).
Don't get me wrong, I don't have anything against tried and tested marketing tactics like guest blogging or posting. They are great to read, good to share and are good for your site's traffic.
But that's not the point. No matter how well you write, a visual is worth a thousand words. That's the reason behind the rising popularity of Vine as a social media marketing tool.
Today most people access social media through their Smartphone. So, they are more likely to watch a video on the phone than read an article about a product or service.
You also need to keep the attention span of users in mind. Between an article and a six-second video, chances are people will watch the video more often. In the case of an article, they will probably read the first paragraph or two. In case of a six-second looped video, they will see the whole content. That makes it a perfect tool for a product or brand promotion (that is, if you have a creative team who can represent a brand in six seconds).
How to Use Vine for Product and Brand Promotion?
Representing a product or a brand in 6 seconds can be a daunting task. You need to use different tips and tricks. Just keep in mind that vines need to be -
- Short and to the point
Here are a few tried and tested methods that can be put to use while creating a Vine video.
#1 Time Lapse : Time lapse, if used correctly, can be a great way to showcase a product. GAP and ASOS have successfully used it in their social media marketing campaigns.
#2 How To : Using how-to videos related to your product can be a great way to show the use of your product. But don't get too serious about it. For example, if your product is a food item, you can show different ways to use it. Time lapse videos of easy recipes are also a great ways to go.
#3 Showcase Brand Personality : Want to represent your company or brand as a fun brand? Then showcase a glimpse of fun office events or follow the example of Urban Outfitters.
#4 New Content : Give your followers something new and refreshing. USA Today uses this technique and offers its followers a glimpse of today's newspaper.
#5 Share and Promote : Magazines, books, DVDs, games and any new products can be promoted this way. I personally like the example of Sephora's pocket-size fragrances.
#6 Hashtags : Using hashtags is also a great way to spread your idea among people. How to use the hashtag in Vine? I hope this will help you. GE has done a successful campaign with #6secondscience and are arranging contests with user-created content. Here's their latest for Halloween.
#7 Encourage Conversation : Engage your audience with fun, creative and interesting content. This will induce conversation and spread the word about your brand or product. Simon & Schuster's stop-motion video allows followers to pick a random book by tapping on the screen.
#8 Sneak Peek : Give your audience a sneak peek of your upcoming product, give them a tour or a behind the scenes look. This will make them feel attached to your company or to your brand.
#9 Contest for Engagement : Arrange a contest or keep your audience guessing about your next offering. This will be a good way to engage your customers and create new interest in your brand or product.
#10 Promotion of the Brand Logo : Take a cue from GE and promote your brand logo through arts and crafts.
#11 Let the Influencers Talk : If all else fails, get influencers talking about your brand. Get the most popular Vine users and Vine stars to promote your brand, just like Virgin Mobile USA promotes Virgin Mobile Freefest 2013 through Brandon Calvillo.
Vine is Fine to make you Shine (psst... it took me six seconds to make that up).