Is Vine Right for Your Social Strategy?

Is Vine Right for Your Social Strategy?

January 31st, 2013

Twitter released Vine, a new video sharing mobile app, on January 24th. However, Vine has already seen its share of problems, such as inappropriate content, even as marketers gravitate towards the new service. Before you jump on Vine, here are a few things to take in to account about the platform.

 

1. What is it?
 
Vine allows you to take a 6-second video and post it via an Instagram’esque interface. A published video also loops, giving it an animated .gif feel. Though you only have 6 seconds, you can start/stop recording as many times as you can before a total 6 seconds of video is recorded. This means that your Vine video could contain numerous “scenes,” providing a surprising amount of content flexibility despite the inherent brevity of the app’s overarching concept.
 
2. Who is using it?
 
Big brands like Urban Outfitters and Red Vines are already producing interesting clips. However, Vine certainly doesn’t break down any video production barriers to entry. What it does do, however, is provide a gateway to shallow, sub-par content for too-eager marketers.
 
3. What should I know?
 
Before you get going, remember that just because the videos only last 6 seconds doesn’t mean you only have to put 6 seconds of thought into producing them. Although web video is versatile, not all web video is created equal. And a high-to-medium-quality production should not be applied or broadcasted in the same manner as a Vine video.
 
Any piece of content, whether a 6 second video or a 100 page eBook, should serve a business goal or solve a customer problem. Vine isn’t immune from this truth. Before you jump on the Vine, put some careful thought in how this will help you reach your goals.
 

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