Ohio University ImPRessions

Ohio University ImPRessions

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6: Vine’s Magic Number

July 16, 2014

By: Morgan Brenner @morganbren

With 40 million users it’s hard to believe that Vine only started in January of 2013. But their success didn’t come from the looping affect or it’s ability to be shared instantly across several different social media platforms. Vine’s success is in the six seconds of video the smart phone app leaves it’s user to create basically whatever they want. But why six seconds?

When Vine’s cofounder, Dom Hofmann, was asked about the length of the video in an interview with NPR he discussed how they played with different lengths. They tried ten, nine and five until they landed on the magic number six. It was the quickness that made up Vine’s brand, but long enough that a story could be told. The videos run quickly so the creation of the loop feature was shortly added to Vine to fix what Hofmann called an “anticlimactic feeling.”

Dom Hofmann, co-founder of Vine

Dom Hofmann, co-founder of Vine

Following the release of Vine, Instagram competitively updated their app with a 15 second video. Since Instagram already had a large following it was assumed that they would make Vine obsolete. Instead, the opposite happened. Instagrams video feature soon fizzled. The difference was 9 seconds.

Artists, comedians and film-makers have and continued to flock to Vine because of the time aspect. The constraints seem to widen their creative horizons instead of block them. Vine has stayed true to its original concepts across the last year and a half, however to stay one of the top social media apps it will have to make new and inspirational updates in the following years.

Brands That Are Taking Over Twitter

December 9, 2013 3 Comments

Social media has become a big part of our everyday life. It is how we communicate with one another, receive the news and express ourselves. It only makes sense for brands to keep up the pace and become a part of it, too- the ones that don’t are getting left in the dust.

All of my favorite clothing brands started tweeting late in the evening on Thanksgiving. They were letting all of their followers know about their upcoming Black Friday and Cyber Monday sales. After seeing these tweets, I didn’t even check the sales on the brands’ websites that don’t have a social media presence.

Some of the best accounts I have come across are ones for food brands. My favorite is @TacoBell. I have been a longtime follower of the brand being a lover of cheap fast food. But whether you are a fan or not, this account does everything right in the marketing world.

They have just the right balance of tweets promoting their brand and interacting with their followers. If you check out their Twitter, the voice of @TacoBell is consistent and relatable. They try their best to respond to tweets from followers. Celebrities have even started to tweet at them, especially super model Chrissy Teigen. She has established such a great relationship with them via Twitter that they sent her a wedding present!

Twitter1

Props to whoever runs the @TacoBell account – they have really created a positive image for the brand that goes beyond just food. When super models are tweeting at you, you know you are doing something right.

Another surprisingly entertaining account is the brand @Oreo. When you first hear the word Oreo, you think “just a cookie”. Not anymore. @Oreo has created a real personality for itself on Twitter and has had a lot of fun doing it. Their tweets are usually witty, sometimes poking fun at other types of snacks like Kit Kat. They also make sure to keep up with holidays and current events. They were actually one of the first brands to acknowledge the birth of the royal baby. The day that it was announced that Kate Middleton had given birth, @Oreo was fast to tweet this:

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Being in the know and always entertaining, the @Oreo personality will carry its brand far. Using their famous cookie in the pictures they tweet reminds followers how good they are every time they appear on Twitter.

Brands like these are setting the bar for others. Take notes, this is how you give a brand personality and how you don’t just become a product, but a lifestyle!

-Lauren Chemas is a senior studying strategic communication. Follow her at @LaurenChemas.

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