Brands are becoming increasingly more active on the new social media app Vine and for good reason. Unruly Media, a video technology company, recently found that branded vines are shared 4x as often as other branded Internet videos. Branded vines were also 4% of the top 100 shared vines. This is almost unheard of as most viral videos are not connected to brands. The platform allows users to create six-second looping videos. The apps brevity, like Twitter, encourages brands to get creative while appealing to consumers rapidly shrinking attention span.
With Father's Day around the corner, many brands are using Vine as a marketing tool. Here are three ways we've seen brands use Vine effectively:
1. Promote Products
Vines 6-second format changes the way advertisers approach video marketing. With limited time, companies have to spotlight their products in an interesting way and get their message across fast. Moonpig, a greeting card company that allows users to create unique cards online, created a vine to promote their Father's Day cups:
— Moonpig (@MoonpigUK) June 11, 2013
Cold Stone Creamery took product promotion a step further and explicitly suggested their icecream over traditional choices:
— Cold Stone Creamery (@ColdStone) June 10, 2013
2. Give Insight into Products
Instead of presenting a finished product, Vine allows brands to show the process of creation. Cloak and Dapper, a gentleman's clothing store, used this method to spotlight individual products in a gift box:
— Cloak & Dapper (@CloakandDapper) June 6, 2013
3. Host Competitions
Hosting competitions is nothing new to marketers, but Vine does add a new spin on traditional methods. Vine is a fast way to drive engagement around their brands when used well. Remington Park, a racetrack and casino based in Oklahoma, are hosting a competition with an incentive big enough to convince people to visit them on Father's day:
There is nothing like the power of video for communication, and the Internet is a more effective vehicle for delivery than any other outlet available. iQuarius Media is an expert in every step of creating videos that deliver. To discuss how our Web Video Production and Delivery team can help you, contact Shea Glenny at firstname.lastname@example.org.