Should Brands Jump on the Vine Bandwagon?

Vine is the hottest new app du jour but just because everyone is using it, should you?

Let’s start with the fundamental questions:

What is Vine?

Vine is a Twitter-owned video sharing app, which records six-second looping videos. This app is only supported by Apple products such as iPhone, iPad, and iPod touch. The concept is a lot like Instagram, allowing you to make an account, follow other users, and share your videos. It is recommended to be used alongside Twitter, but the short videos can be posted on Facebook.

How does Vine work?

To use the Vine app, you simply download it onto your device from the app store. It is separate from Twitter, but your videos can be embedded in your tweets. You can sign up using your email or your Twitter account. Afterwards, the app gives you a quick tutorial and then you’re ready to go!

Whenever you want to make a new video, all you have to do is tap the video icon on the top right of the screen, which switches over to your video maker. Aim your device at anything you’d like to capture, place your thumb on the screen, and it starts recording.

If you keep your finger on the screen for the full six seconds, the video will play in continuity. Meanwhile, if you release your finger from the screen, aim your phone at something else, and then start recording something new, you create jump cuts within your video.

Brands: to use it or not to use it?

That’s the ultimate question here.  Don’t get sucked into the hype and don’t jump onto the bandwagon too eagerly. Some of Vine’s features may be embraced or unwanted by brands.

Marketers might like it because it’s quick and easy to use

It’s great for anyone who wants something simplistic and may not be too tech savvy to generate and edit high-production videos themselves. Remember, try not to move your device too much and have decent lighting to make sure the completed video is pleasant to the eye for your audience.

Since the videos are only six seconds long, Vine teaches and encourages marketers the foundation of any great video, presenting your hook quickly to capture your audience’s attention. Some brands have already been using Vine to produce short and to-the-point mini video ads on Twitter.

No video editing required

Again, this is perfect for someone who doesn't have any or very little video editing experience. Vine does all the editing for you.

You must record in real time as well as in sequence since there is no option to reorder the segments once you completed recording.

Keep in mind that the videos automatically get a looping effect, which may be considered annoying to some of your audience.

There’s an age limit

In recent news, Vine has changed their age-rating 12+ to 17+ due to the nature of some users uploading sexual explicit content.

Think about your audience

If your brand supports visual heavy content, this may be a cool new app to try out.

Vine videos are short enough to grab your audience’s attention and prompt them to want more. The app could be used to create a teaser for a larger video, lead them to more information, or used as a preview of something new you may be offering soon.

Will you be using Vine in your content marketing strategy?

Since Vine is still fairly new and in its beginning stages, there’s time to experiment to see what works and what doesn’t, and you can determine for yourself if it is something your brand can benefit from.

So will you be using Vine? Share your thoughts and comments below!

Tags: video, App, Apple, content marketing, Content Marketing, facebook, iPad, iPhone, iPod, Social Media, social media, twitter, Vine