Vine may be a rookie (it was introduced a couple months ago), but the app has already made quite an impact in the mobile and social advertising landscape. The Twitter offspring feature, focused on short clip sharing (much like GIFs), has taken the 140-character limit and transformed it into six seconds of branding opportunity.
Vine has already been employed by brands in their product promotions. Digiday recently highlighted a few early adopters, but the Vine trend is spreading quickly across brands of various industries, with each one showcasing its unique approach to the app. Frank Sinton of AdAge presents some great insight as to how Vines can be utilized in the promotion of products. Sinton highlights behind-the-scenes footage as added value; teaser segments transformed into contests for locked, long-form content; product demos; and the—extremely—important geo-tagging capabilities for targeting a nearby audience.
In my opinion, the predominant focus should be on the user-generated content available through Vine. As we observed with the Super Bowl advertisements present this year, crowd-sourcing is an intriguing tactic that presents a vast amount of possibilities. And others, such as Megan Bildner of DDM, seem to agree. Bildner argues that Vine could be utilized to incorporate brands’ followers into the campaign by prompting them to create Vine videos attached to certain hashtags or posting a trivia question that beckons for a Vine video response. Combine that with followers’ abilities to submit videos of themselves with their favorite products and the result is an unbelievable amount of crowd-sourced content that can then (as Sinton presumes) be meshed into long-form content and displayed across other mediums.
By utilizing Vine, marketers are presented with a broad array of options, all of which breed stronger engagement, enticing conversations and a free-spirited loyalty to brands. Vines speak the language of modern, technologically-dependent consumers that no longer possess the attention spans they once did. However, even with these obstacles, digital media initiatives (such as Vine) pave new, interactive paths towards awareness and allegiance. Brands on Vine, for example, is devoted to the power that Vines present for brands and their engagement with audiences; the website celebrates Vine production developments and promises to constantly monitor the latest and greatest.
The overarching theme is that Vine presents a novel advertising unit: The :06 spot. This snippet can be included in promoted content on Twitter or simply integrated across social channels. There is no prefacing or interruptive ad video to be skipped by (or simply aggravate) users; all in all, the Vine is the advertisement and has been perceived as such from the beginning. Therefore, Vines possess the possibility of being treated as interesting pieces of ad property rather than unexpected turbulence.
In addition to being accepted as promotional spaces, Vines have also been integrated into the “standard of social and sharable news.” As Mashable introduced Social Lift, its social-catering native ad unit, it announced that Vines are now included in the social traffic deemed relevant and attractive. As was seen with Friskies’ Grumpy Cat video, featured in Social Lift’s debut video, Vines are being treated as competitive counterparts to other social content—presenting great news for such a young product.
Friskies Vine Ad Unit on Mashable
Furthermore, the availability of only six seconds replicates the power of the Tweet. Short and succinct, a Vine must be replete with attractive aesthetics and pertinent information. As stated by Todd Wasserman of Mashable,
“Brands are going beyond just experimenting with Vines to using them as actual ads on Twitter.”
Vine is not the place for unbearable amounts of advertisements (Hulu and YouTube, take note); rather, the service ensures that branded content remains interesting and does not exceed users’ limits. It is a safety net in comparison to other web services or networks that are slowly increasing their advertising allowances—to users’ dismay. One of Vine’s benefits regarding user loyalty is the fact that its advertising capacity is confined by those six seconds.
“We want our advertisers’ creative to get the consumer to touch, tap, swipe or draw within the first few seconds.”
Due to their inherent qualities, Vines force marketers to execute a strategy that truly appeals to the target audience as quickly as possible. This is the hook, the teaser, the appeal all in one. Vine can become a one-stop-shop for high-quality spots whose designs beat the test of time, influencing viewers almost instantaneously.
This new: 06 spot could easily become a staple in marketers’ diets, but it requires some adjustments. As it occurred with Twitter’s 140-character limit, brands necessitate time and practice before they can perfect their approaches. However, there is hope that (as they did with Tweets) brands will begin to branch out in their creativity, differentiating themselves along the way. I expect the future to hold plenty of well-executed and highly engaging Vines from brands’ top-notch marketers and, honestly, I look forward to witnessing their ingenuity.