3 Ways to Use Vine for Your Company
The latest social tool acquired then launched by the masterminds behind Twitter, Vine is a cool app that captures any moment (or series of moments) in short, six-second looping videos on your mobile phone.
Like it’s predecessor, Vine is focused on brevity. Its videos are also easy to share on Twitter and Facebook and easy to search for by attaching a #hashtag. And it’s surpassed Instagram in total Twitter shares in just five months.
Perhaps most importantly, it’s fun. I’m all for posting my new kicks on Instagram using an Amaro filter, but Vine took it to a new level: I not only gave my followers a few angles of my new running shoes, but in six seconds and at least 20 shots, I brought the shoes to life in an animated video. It reminded me of Claymation television shows like Gumby. Were they holding out on us this whole time?
So, if you haven’t made Vine part of your social media mix yet, you should. Many companies are finding ways to connect with their audience, promote their products, and share their experiences all in six seconds—and here are three ways you can, too.
1. Introducing a New Product
Sephora, a favorite store of mine, recently introduced a new fun (and temporary) tattoo stamp on Vine, showing how to apply the cool design before a night out.
It was a great way to create interest around the product and show customers exactly how it’s used. Sephora also branded the video with hashtag #SephoraTipsIn6 (as in, six seconds in the Vine video). Even more quick video beauty tips? Thank you Sephora Social Media Gods.
As Sephora showed, Vine can be a great way to let your audience “try out” a new product. You can also launch a “how to” series like Oreo and Lowe’s have, which creates relevancy for your brand and drives viewers to become consumers. By demonstrating how Oreos become Oreos sprinkles for the summer or how to remove a broken light bulb with a potato, both companies repurposed available products in a simple, quick way.
But remember: Six seconds isn’t a lot of time. So make sure your video clip really shows what the product can do (or at least creates more interest around it).
2. Promoting an Event
Regal Cinemas used Vine to promote the newest Vince Vaughn and Owen Wilson movie, The Internship, by recreating the Google search page and featuring the faces of the movie’s two stars. Sort of like a mini moving billboard, the Vine video was a timely and creative way to reach audiences about the movie’s opening.
The Tribeca Film Festival took promoting its event one step further and launched a #6SecFilms Competition that challenged filmmakers to create and submit Vines. (Matt Swinsky created the winning Vine, and Robert De Niro even said, “You can tell a whole story in six seconds.”)
Whether or not you’re promoting a film, Vine can be a great way to announce or build interest around a specific event. Check out the Vine the National Prevention Information Network created for its monthly Twitter chat and webcast series:
Just make sure whatever you produce is informative, appealing, and has a goal. Ask yourself questions like: What do your customers want to know about the event? How will it benefit them? What time is it? Where can they go for more information? Once you’ve figured out what you need to convey, you can be creative with the rest of your video.
3. Sharing an Experience
Is that Serena Williams practicing on the Wimbledon courts? Wimbledon has been showcasing tennis players practicing for the upcoming competition starting on July 6 on Vine:
As a fan of the sport, I was excited to see the players prepping for the competition and decided to follow Wimbledon on Twitter to keep up with the latest news.
And that’s exactly the appeal: By sharing with your audience and potential audience members what’s going on (and what they’re missing), you create a sense of urgency to connect with your brand, whether onsite or participating in a digital space. And while your company might not have the appeal of Wimbledon, you can still share funny employee moments, behind-the-scenes details, or event footage that make people feel like they’re part of an experience.
No matter what you plan to share, do make sure you “keep it 100%.” Video is a real-life snapshot of your company, so you want to make sure it’s as authentic as the experience would be in person.
Remember, Vine is just another component of your social strategy, which is just another part of your overall business strategy. So be creative, be authentic, and deliver on a great product, service, or experience. Your customers may even become fans who make six-second stories about how great you are:
Kianta is a social media strategist, food truck owner and aspiring social entrepreneur. In her spare time, she likes watching yoga videos and writing in a Moleskine journal. Hailing from Atlanta, Kianta is always down for Waffle House, listening to Outkast, and thrifting. You can find her on Twitter @CorettaScottKey.More from this Author