Wait…I Have to Vine This
May 28, 2013
— branding, PR, social media, Vine
In the fast-paced world of social media and PR, it is important to stay up-to-date on emerging trends. In January 2013 Twitter introduced Vine as the newest form of social media. Since the launch, Vine hasn’t left the top 20 list in the iOs app store.
So what is Vine? It is an app that allows users to create a series of short video frames which are then looped together to create a six-second video which can be shared on Vine, Twitter and Facebook.
When the app first appeared it was primarily used as a way for people to share cute videos of their pets (guilty), but brands soon realized that the social media site could be used for much more. A few months later Vine emerged as a way for brands to connect with customers, when done correctly.
Here are a few Do’s and Don’ts of Vine and ways that you make the social site work for your brand.
DO have compelling content
The first step in having compelling video is having compelling content! So give the viewer a behind-the-scenes look at your office, show your product being made or announce something new and exciting! Let the viewer feel like they have access to exclusive content, and they will keep coming back for more.
Taco Bell used Vine to announce the release date of their Cool Ranch Dorito Locos Taco. Although the video could use cleaned up a bit, the concept is there and it was a successful post: https://vine.co/v/bvlaYggdIiU
DO focus on something other than yourself
It gets annoying when someone only talks about themselves. This is true in life and in Vines. So change it up once in a while and talk about something else! If it’s homecoming weekend at OHIO, have a Vine of the parade. If it’s April Fool’s day, show a little humor in your post! Put the focus on ‘we’ not ‘me’.
Take General Electric (my favorite brand on Vine) for example. It was pi day so they kept it simple but compelling with this post: https://vine.co/v/bd1xMduMTp9
DON’T try to put a lot of ideas into a little time
Remember that you only have six seconds to get your brands message across. Focus on one idea for each Vine and deliver the message to your audience.
American Apparel tried to fit too many things into one Vine here, and the result was a video that made me dizzy: https://vine.co/v/bdMFaxbpi9Y
DON’T over-pace your video
Pacing is everything in video. If you have too slowly of a pace, then your viewer will get bored and click away. If the pace is too fast, then the viewer will get confused and, again, click away. Keep the pace steady and look to use 3-5 frames in a single Vine.
NASCAR has over-paced this video and tried to cram 18 frames in the 6-second Vine: https://vine.co/v/b6lAOTIFVn1
With Vine still being a newer social media outlet, it is hard to say whether it is here to stay. However, as PR stars it is important that we know the simple Do’s and Don’ts to create compelling posts for our brands
-Angela Martin is a senior studying strategic communication. Follow her on Twitter @_angelamartin.