They say a picture paints a thousand words, and it seems Twitter agrees – and then some.
The social media platform has made the leap from characters to pixels with the launch of Vine, which allows users to almost instantly create and share a snappy six-second clip.
With the capacity to capture both motion and sound and just six seconds to cram in your content, Vine gives content marketers a figurative kick up the backside when it comes to getting creative.
The app was unveiled by Twitter on 24 January this year and is currently available for free on the iPhone and iPod touch. But what can Vine do for your brand?
What does Vine mean for brands?
Brands have turned in their thousands to videos and images as a content marketing technique. Why? Visuals tend to be more compelling than text and can tell a brand’s story in a way that writing alone cannot.
Vine taps into the trend towards video content. The six-second looped video is a stepping stone between pictures and videos, providing a whole new incentive to experiment in what is a relatively new space.
140 characters is good. It encourages brands to say what they want to say in a concise, creative way. Is Vine better? There’s certainly potential for remarkable content, and the potential for a good Vine going viral is incredible.
How NOT to use Vine
The brevity of the clip can pose a danger to brands, who may wrongly think that a throwaway six-second clip doesn’t require much effort. As a result, clips can end up looking messy and of poor quality, which will no doubt reflect back onto your brand as a whole.
With such a short timeframe, there is also a temptation to try and cram as much as possible into the six seconds, making it difficult to work out what is actually going on. With too much content and too little time you risk inducing a headache, sending a browser off in search of paracetamol rather than more of your brand content.
The solution? Make like Jesus and AVOID this temptation; it won’t do you any favours. Putting in the effort – which includes creating a content strategy and planning effective implementation – is the best way to tell sinful content ideas where to go and stay in content marketing heaven.
What Should the Finished Product Look Like?
With the right amount of content, a soundtrack that matches the images and practical considerations taken into account (such as a solid platform to minimise shaking), Vine could do big things for your brand.
Twitter has given a few examples on its blog, which might be worth a look before diving in.
How to Use Vine: Tutorial
