Twitter’s video storytelling tool Vine has launched with the fanfare and blog discussion typical of the content marketing crowd. Heralded as “Simple, Stupid and Brilliant” by Ann Handley of MarketingProfs, the Twitter Vine app appears to be getting largely positive buzz. The arrival of corporate brands on Vine puts a stamp of approval on the service, validating it to some degree as a “must-have” platform in the content marketers toolkit and for personal content sharing.
Is The Twitter Vine App Right For Your Brand?
But just because brands CAN use the quick and simple video sharing app doesn’t mean they should – at least not without thinking about how best to use the six-second medium. At least this this post by Geoffrey Colon of Ogilvy suggests a measured approach saying that brands should “test” Vine. My first Vine was a series of shots of my setup for a two-camera broadcast interview. By Vine #3, I was asking this:
Is six seconds enough? #vine #VideoContent #loop vine.co/v/b1HQBhUlBLt
— Jim Long (@newmediajim) February 2, 2013
Some have called it a “richer” visual experience than a photograph. I’m not sure a short series of moving images provides a richer experience than a more compelling still photograph. There are some very creative examples in the editors picks, but there seems to be an endless supply of random, shaky, ephemeral ones on Vine as well. One need look no further than VinePeek to see some of the less inspired posts. It helps to sift through some of Vine’s preselected topics.
What’s Old is New Again
RT @rozzy: @newmediajim Totally. Establishing shots, tight shots and the art of b-roll goes mainstream.
— Jim Long (@newmediajim) January 26, 2013
In many ways, Vine is a new and easy way to use old motion picture techniques, such as stop motion animation, line animation and editing, more precisely in-camera editing – all techniques that have been utilized by film and video makers for decades. And with every new medium in the internet age, there are those who help shape and define it.
With blogging it was people like Robert Scoble, with videoblogging ZeFrank comes to mind. Now with Vine, I predict @whoismaxwell will become a household name. His humor is NSFW – likely offensive to some, disturbing and offbeat, in fact he described it to me as “idiotic”. Perhaps that’s an apt description, but he appears to have mastered the six second medium.
Planning on Adding Vine to Your Content Mix?
My advice to anyone thinking about using Vine as a content marketing tool is simple. Think carefully about how you’re going to craft your visual story. There is a surprising amount of impact you can pack into six seconds. But just because the videos are short doesn’t mean they don’t have to be well planned and executed. You don’t want your content to wither on the Vine.
In its nascent years, no one thought Twitter could produce anything of value or meaning on a platform that constrained you to 140 characters. It took time for people to really figure out how best to use it. Maybe that will be the case with Vine. Perhaps we’ll look to the most creative users will find its best uses. Until then, I’ll continue to tinker with it and try figure it out. What about you? Do you see Vine as a valuable visual storytelling tool?
Further Reading
4+ Ways to Engage with Twitter’s Vine Videos
7 creative examples of how TV brands are using Vine
Do brands need to care about Vine?
Vine: How can brands get social engagement in six seconds?
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