Business information written specifically for newspaper advertising departments

The Wonderful World of Vine

National brands have already started implementing Vine into their social media strategies to great avail, proving that this new app has carved its place in the marketing and advertising industry.

We at AtF are always exploring the newest developments in social media and mobile technology to learn what’s on trend and what newspaper ad departments need to adopt into their strategies. Lately, you may have heard of a little mobile app called Vine. It’s kind of like the Instagram (the vintage-themed photo-sharing app) for videos. The Twitter-owned app allows users to create six-second videos that loop, offering an almost stop-motion animation effect. National brands have already started implementing Vine into their social media strategies to great avail, proving that this new app has carved its place in the marketing and advertising industry.

What Makes Vine Special?

Today, mobile app and social network start-ups are practically a dime a dozen. It’s up to us to root through them and determine which have marketing, branding as well as staying power. As it happens, we think Vine has all of the makings of greatness. Firstly, it has been argued that Vine is more user-friendly compared to other video-sharing apps. Moreover, Vine is the creation of the social media giant, Twitter; in fact, Vine takes after its parent company. For instance, one of the great things about Twitter is the 140-character limit on tweets. Can’t say it in less than 140? Then it’s time to get creative, and the same goes for Vine. The six-second limit (shorter than its competitors) means brevity is crucial, and the outcomes in terms of communication and creativity are truly extraordinary. A variety of industries have already used Vine to supplement editorial content, engage customers, brand contests and advertise products and services.

Connect With Your Customers

As we mentioned, brands have already leveraged Vine as a way to connect with the public. Vine offers an opportunity to solidify your brand, connect with others and do so in a creative format.  Solidifying your brand could mean a multitude of things, not just advertising your products or services. For instance, Urban Outfitters, a U.S. fashion retailer, posted a couple of Vine videos not long after the app was launched on Jan. 24, 2013. One captured a couple of adorable dogs, while the other depicted three bottled beers bowing in the presence of a can of Pabst Blue Ribbon. The latter’s caption said, “Celebrating Beer Can Appreciation Day.” While these don’t explicitly relate to the Urban Outfitters brand, they definitely target the type of customer that shops there. This is just as valuable as creating ads on Vine — get creative and show the personality behind your business, it will certainly remind your customers why they like your brand.

Advertising With Vine

Of course, we don’t wish to diminish the power of advertising on Vine. Wheat Thins, for example, created a Vine of someone spelling out “#MustHaveWheatThins,” which works on a few levels. Firstly, it’s a clever, quick slogan —the very foundation of advertising. Secondly, the video demonstrates a good use of the platform and creativity (Wheat Thins spelling out a Wheat Thins ad!). Finally, by incorporating a hashtag in the slogan, Wheat Thins created a truly dynamic social ad. If you saw Wheat Thins’ Vine on Twitter, the hashtag encourages you to talk about the ad and your love for the crackers on Twitter by using the hashtag in your next tweet. It’s helpful for the brand as well, who now has created a filter for conversations happening about their brand on Twitter. What seems like a simple six-second video actually holds incredible advertising potential. In fact, during the early days of Vine’s launch, Mashable posed an important question regarding the video-sharing app, “Will the :06 become the new :30 in the ad world?” It seems almost hard to believe, but look at how social media, mobile and the Internet have already transformed the industry. At least for now, the question seems to be ringing true within the social media world.

Vine in Seven Easy Steps

If we’ve convinced you of its advertising and marketing potential, now it’s time to find out how to create videos on Vine! Before we get started, it’s important to know that as of right now, Vine is only available for iOS and Android devices. Don’t fret, though, the video-sharing app already said it’s working on expanding to Windows and potentially other devices in the future.

1. Sign up or sign in: First, you must sign in to Vine or sign up for an account. If you already have a Twitter account, you can use that to sign in. If not, use your email address. If you do choose to use your Twitter account, the app will prompt you to allow access to the account.

2. Create a profile: Once you sign up, it’s time to create your profile. Include your name, picture and bio. Since Vine is owned and created by Twitter, it comes as no surprise that its layout and profile design mirror Twitter. Therefore, if you already have a Twitter account, it’s a good idea to make the two profiles coincide with one another for uniform branding by using the same name, picture and bio. Of course, this is up to your discretion and can be edited at any time.

3. Creating a Vine: Vine videos don’t have to be consecutive footage, you simply tap the screen when you want to start and stop your video. A green bar across the top of the camera screen will appear as you record video, showing you how much of the allotted six seconds you have used. Once you’re satisfied, move on to the sharing!

4. Share your Vine: The sharing screen is very similar to Instagram’s interface. You can include a caption describing your video, choose to add the location of the video and then there is a list of social networks where you can share your video. Pick and choose if you want to just share it on Vine, or you can post it on Twitter and Facebook as well. Then click “done”!

5. The timeline: After posting a Vine, you will be redirected to the timeline, which is also similar to Instagram. It publishes an up-to-date list of all the most recent posts from your friends, including your own posts. Within the Vine app, videos automatically play, however, when users share these videos on Twitter or Facebook, other users can choose to enable sound or not, consequently not disrupting the rest of their social media experience.

6. Explore: If you want to find other Vine posts outside of your timeline, go to the “Explore” section. This offers various categories of Vine creations, including “Editors’ Picks,” “Popular Now,” or “All Posts.” You can narrow your search even further by clicking various Vine categories that are preceded by hashtags, such as “#NYC” or “#Sports”.

7. Find people: Move on to “Find People” to add your friends or favorite public figures — comedians, actors, whoever you choose! Note that your Twitter followers aren’t automatically transferred over to Vine, so you’ll have to search to see if they have a Vine account and add them there independently from Twitter. However, if you permit access to your accounts, Vine will find friends and followers with Vine accounts so you can easily add them.