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2 thoughts on “Branching out your social media strategy — using Vine as a marketing platform

  1. Seems interesting as another tool in a social marketing arsenal. I think that probably its strongest benefit would be connecting with other social media and providing a good site to host these 6 second videos though not necessarily as a full social media site in its own right.

    Posted on April 30, 2013 at 5:55 pm
  2. I think using the Vine for branding and marketing purposes is great. I believe people, American’s particularly, have advertising ADD. We have gone from being exposed to about 500 ads in the 70s to about 5,000 ads each day now. We’ve learned to tune them out, walk out of the room, listen to ad-free radio, and mentally block out the advertising on websites and on the sides of Facebook pages. While we are exposed to 5,000 ads, consumers are now truly in control of what we absorb. It’s up to companies to gain our attention quickly and cleverly. Consumers are distracted. Companies only have seconds to reach them. Vine provides that possibility in a place we are already talking – social media. Companies who aim to use Vine for advertising have to plan out the six seconds allowed, carefully. Who are they trying to reach? How do they want the viewer to react? What is the goal of the video? The simplicity and brevity, I agree, is what consumers crave when it comes to advertising. If you can grab me in six seconds, I just might explore the company more, or as in the case with the Dove commercial posted above, I might recognize that brand on the shelf and smile when I remember the Vine video. An immediate plus side to the app for companies, many people will probably click before they realize it’s an advertisement. The video will be done before they have a chance to click away. I am not sure the application is beneficial to all companies, though. The GE video posted in the blog is a great way for a “serious” company to take a stab at creating a viral Vine video. It will be easy for entertainment and lifestyle companies to create Vine videos, but will take more creativity on the part of companies who are thought of as stuffy. And their main customers might not be prevalent on social media sites, either. So, it is still important to recognize where an audience gathers. Another beneficial thing about Vine is the “Vineit” option that allows users to add an icon to a browser bar or bookmark the video, much like the “Pin it” feature on Pinterest. It’s also easy to share the video on other social media sites. The app and interface are easy to use and it forces companies to get to the point. Marketing professionals have found ways to use elevator doors, parking stripes, stairs, eggs, urinals and other places we see on a daily bases for advertising, why not Twitter-based videos, too? With a clear vision and creativity advertising agencies and companies can certainly use Vine to reach a certain audience. However, while it’s important to stay current on the latest social media technology and apps, it’s also important not to get too hyped up about it. Right now, I don’t think it’s clear whether or not Vine is here to stay, or is a fad. So, companies should use it while it’s around, but not put an obscene amount of effort and money into Vine videos, just yet.

    Posted on May 4, 2013 at 3:27 pm