Vine and You

Why businesses should really jump on the Vine bandwagon.

So many people are jumping on the Vine bandwagon lately. Companies like Dunkin’ Donuts are all seeing an untapped potential in using the platform for social media and marketing.

For those who don’t know, Vine is Twitter’s answer to video. Just as Twitter reduced text messaging to 140 characters, Vine reduces video communications to roughly six seconds. This is a great length to keep things interesting to the new generation of ADD consumers. My generation was known as the MTV generation because our attention spans were related to the quick edits seen in MTV music videos. The new generation, however, has an even shorter attention span. The new Twitter generation has replaced the MTV generation. One-hundred and forty characters and six-second videos are now the standard units of measurement when it comes to attention spans of the new consumers.

What makes Vine interesting? It evolves from two independent trends: people posting videos (and especially video responses) on social media sites, and animated GIFs (which have been around forever) all of a sudden becoming popular again. Vine combines these ideas: videos are the length of an average animated GIF and have a similar feel to them.

A friend of mine, Michael, did a video project last year. He recorded 20 seconds of video footage on his iPhone every day for a year. At the end, he put it together into a 122-minute montage of his year. He did this pre-Vine, but when Vine came out, it was clearly a tool he could have used to make his project easier to do.

Other than a fun social tool, it wasn’t clear to me that businesses should really jump on the Vine bandwagon. But then a friend of mine told me he was at a restaurant sitting next to a 12-year-old boy who spent his dinner time creating Vines.

Companies like Dunkin’ Donuts have been smart to use user-generated Vines as promotion tools and contests. Your company can also make Vines that can be used not only for marketing, but as “behind the scenes” clips of your company. This is a perfect pet project to give to some younger staffers in your company.

Are you using Vine? Do you plan to? Let me know in the comments.

Until next time…
Jack

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource