While Vine isn't the first video app to hit the market, its simple design and integration with Twitter has created a lot of buzz in the business world. Marketers can potentially use Vine as another tool to attract audiences and generate positive conversations; however, it's important to find the right fit between your business and Vine.
The app is great for telling short stories with a distinct beginning, middle and end. Companies are using Vine to show how they work, to share company culture, to advertise products or services, and to give tutorials about their areas of expertise—all of which are great content additions for marketing collateral. As with any new social media tool, there are important lessons to learn before using it in your outreach to your audiences. These six tips will help you determine the best ways to integrate Vine videos into their strategies.
1. Don't Leap Without Looking
While it is a fun, new tool to use, it's important not to rush into the app. Play around with it internally before sharing a video with the masses. Create fun, personal Vines to learn the ropes.
2. Do Have a Purpose
A person or company must know why they're presenting videos to the world. If Twitter is a microblogging platform, Vine is a micro-storytelling app. You will need to create a micro-plan using some form of a video planning template.
3. Don't Reuse Old Content
If it looks and feels like something that could have been an Instagram photo, maybe it should have been just that. For example, a six-second video of your lunch would be much better off as a photo. Take advantage of the unique functionality and storytelling capabilities that a social video app offers.
4. Do Be Innovative
Find your niche and do something inspiring and memorable to keep others watching and sharing your videos. It's no secret creative content is more compelling, so keep that as a priority.
5. Don't Ignore the Industry
It's important to understand what's trending in social media, mobile apps and video. There's a wealth of really good ideas already brewing out there on Vine. Pay attention, take some notes and use that information to stay one step ahead.
6. Do Find New Ways to Tell Stories
Advertise, share, explain—there are a wide variety of things you can do with this app, so take the time to explore and create your videos. Like Twitter's 140 characters, six seconds isn't a lot. Figure out how you can tell your best possible story in that short amount of time.
If it's used correctly, video apps and short video pieces can be marketing tools, public relations tools, social media tools and sales tools—all in one. Six seconds is all you need.