Video and marketing pros, take note. While Vine isn’t the first video app to hit the market, its simple design and integration with Twitter has been creating a lot of buzz in the business and marketing world. Many B2B and B2C companies have yet to decide if the app is valuable; however, Vine might be the perfect tool to marry entertaining and creative content into your marketing strategy.
As always, with any new social media app or tool, there are important lessons to learn before using the tool in your outreach to your audiences. With six steps, marketers can determine the best ways to integrate videos into their strategy.
1. Is Vine Right for Me?
Decide whether entering the Vine universe is a good fit. Vine is great for telling short stories with a distinct beginning, middle, and end. Brainstorm to see if your company has a visual story to share before answering this question with a definite “yes.”
2. Have a Purpose
Even though apps like Vine can be exciting, new tools for marketing, it is important not to rush into using them without a clearly defined purpose. A company must know why they should present content via videos and how it will benefit both the business and its customers.
— MarketingProfs Team (@MProfsWire) January 31, 2013
3. Have a Plan
If Twitter is a micro-blogging platform, Vine is a micro-storytelling app. You will need a micro-plan (like this video planning template). Use a standard brainstorming model, for example: “People who watch our Vine videos will do this because of that.” Your strategy should be based on how you want your audience to react, what you want your audience to do and why.
4. Be Creative
Find your role in the video marketing space, and do something unique and memorable to keep others watching and sharing your videos. For example, Brandin6 created an addicting, interactive Vine as a fun way to share its brand. Take advantage of the functionality and storytelling capabilities that a social video app like Vine can offer. It’s no secret that creative content is more compelling, so keep creativity a priority in the process.
— brandin6 (@Brand_in_6) February 2, 2013
5. Keep Content Fresh
If your content looks and feels like something that could have been an Instagram photo, it probably should have been just that. Your audience will skim right over boring content, so avoid sharing your meals in a video-format and stick to the good stuff. With Vine, companies can do more than share a picture. Take the opportunity to show how products work and look, and give your consumer audience a better feel for your product than a single picture can do.
6. Don’t Run Out of Time
Like Twitter’s 140 characters, six seconds might feel like you have to cut it short. Figure out how you can tell your best possible story in that short amount of time. Visually share and explain—there is a wide variety of things you can do with this app, so to take the time to explore and create your videos.
Companies can make use of Vine to show how they work, share company culture, advertise products or services, and give tutorials about its area of expertise. For example, retail companies can use Vine videos to show new looks for their upcoming clothing lines as well as to offer step-by-step instructions for wearing a shirt three ways. Taco Bell recently used a Vine video to create awareness for its upcoming new product.
— TACO BELL (@TacoBell) February 13, 2013
If it’s used correctly, video apps and short video pieces can be marketing tools, public relations tools, social media tools and sales tools all in one. Six seconds is all you need.