Why you should consider Vine for distributing video content
Since its arrival for iOS in January 2013, Vine has quickly become the most popular mobile video app on the market, with versions available for both iOS and Android and a Windows phone version in the works as well. Vine doesn’t have many bells and whistles, but it’s simple and easy to use. For Twitter users, it has one huge advantage: studies show that Vine videos are far more likely to be retweeted than others — four times as likely, according to a study by Unruly Media.
Since Vine only permits six-second video clips, it may seem that it doesn’t have much application for video marketing. In fact, however, even six-second clips can be very important marketing tools, and several companies have made extensive use of Vine in their online marketing campaigns. The principles behind video production for Vine are just like those behind any other viral video, only more so.
As with any marketing video, the key to a good marketing Vine is clarity and simplicity. Each video needs to clearly communicate one idea; a complex message is unlikely to come across in only six seconds. This has several implications for video marketing.
First, it means that Vine is a great boon to companies with a physical product to sell. A six-second Vine can show a product from all angles in a way that a photograph can’t, and is more likely to be retweeted than a YouTube or similar video. It’s also a great way to show the product at work.
One unique way to do this is using Vine’s interface to create stop-motion animation. Vine records only when the user is pressing the screen. When the user’s finger is off the screen, however, the video doesn’t end, but simply waits for the user to press it again. As a result, Vine is one of the simplest tools for stop-motion animation in the world of video production. Several companies have turned products into the stars of their own videos using stop-motion animation.
The second similarity between Vine and ordinary video marketing is that videos need an artistic or comedic element that will make them stand out. Unless the product itself is visually arresting in some way, the video needs an easily-graspable visual hook. Bear in mind that not all viewers will have audio switched on, so it’s better to produce something that doesn’t need a spoken explanation to be understood.
Like other marketing videos, six-second Vines often serve as teasers for another product — perhaps a full-length article for a longer video, while a Vine can even serve as a teaser for an ordinary explainer video. Short Vine videos can also act as links to contests, giveaways or other tools to draw users to your main site.
Lastly, Vines have a very short life cycle, even compared to other types of viral video. If you’re going to make Vine a central part of your marketing strategy, you’ll have to produce them steadily, not just once. Produce them regularly and you’ll build recognition as a company whose Vines are worth watching out for.
Just like other forms of viral video, then, Vine has its own strengths and weaknesses. Its simplicity, versatility and simple integration with Twitter make it easy to learn and use, and the fact that the app is free means that production costs are kept to a minimum. It’s easy to experiment with Vine production until you find the presentation that suits your product and your potential customers perfectly.
If you’d like to get an awesome and creative video for use on Vine to promote your business and boost profits then speak to your video production experts at Stormnet. Call us on 01527 910050 or contact us using our form.