Vine. It’s new, hip, cool, and everyone is creating a profile and quickly dropping off.
I will even admit myself. I made a profile when it first came out in January and have only uploaded 2 videos since then.
But even though consumers aren’t uploading content as often, doesn’t mean they aren’t checking out other user’s videos. Video has the power to be ten times more captivating than an image. This is one of the main reasons why YouTube is so popular. Vine is giving brands an area to be witty and creative to connect with their target audience. Having a valuable content presence is better than no presence at all. The more creative your content is on Vine, the more likely your are to make an impression that will help generate leads. However, brands must approach Vine as they would with any other social media platform, with a strategy.
The following article discusses Vine within the sports industry however, I think having this form of thinking and planning can be applied to all brands within social media.
Check out the article below by Tom Buchheim from Social Media Today to see how your brand can “do more with less” on Vine.
If you know any brands that are performing well on Vine, share your thoughts below!
Vine’s Sports Strategy
By Tom Buchheim, Social Media Today
It didn’t take long for 2013 to bust out its newest, must-have social network. Vine debuted in January, providing a new micro-video service for its partner and big brother, Twitter.
If you haven’t heard of Vine, here’s the six-second explanation: You use your iOS device to record six-second video snippets and share them on Twitter. (You can also post Vines to Facebook, though the in-stream experience is not optimal.)
Vine speaks to the ever-decreasing attention spans of Twitter users while also reaching the creative and artistic Instagram crowd. Vine is hot, especially among 18- to 24-year-old iPhone and iPad users who already share short video bursts with friends through services like Viddy and Snapchat. Though there is no official count for Vine users (and no API or admin panel to tap into yet), the app took off. Just this month, Vine topped the charts among Apple’s free apps. (Now Android users patiently await the app in the Google Play store.)
Sports teams, leagues and athletes began using Vine immediately, including major professional sports leagues (and teams) from Major League Baseball, the National Football and Hockey leagues, and more. It was the new thing, and seemingly everyone gave Vine a try.
Vine is not spreading.
However, like many shiny new social media tools, Vine withered (sorry, I had to go there) even before some teams gave it much of a chance (right, Dallas Mavericks?). Still other teams with impressive social media followings across several networks took a complete pass on Vine (right, Dallas Cowboys and Pittsburgh Steelers?).
What are the barriers? Similar to longer-form videos, creating Vines (good ones, anyway) requires planning and creative execution — two traits not synonymous with fast-paced, in-the-moment sports marketing, which is often done on a shoestring budget along with 100 other digital marketing/social media tactics. Simply put, snapping a photo is easier than shooting a succession of video clips.
Vine requires a strategy.
It’s unfortunate Vine isn’t catching on more in sports. Not because Vine is a new and fun thing in social media (though it is), but because Vine provides value to fans. Vine complements content in a way photos and traditional video can’t, and that’s how strategic-minded teams, leagues and athletes use it. Vine is a chance to do more with less. It’s a highly creative and super-portable way to tell your pr story in social media. From a variety of angles, Vines can highlight day-to-day activities in ways text and photos can’t.
So Vine can and should fit into an overall social media strategy, but for some reason, it’s not catching on. I imagine some teams look at it as just one more social media account to maintain. One more beast to feed in the daily content grind. One more activity among a litany of others. This tactical point of view is short-sighted because Vine is so entwined with Twitter, much the way Instagram is baked into Facebook. These new visual mediums are not so much social networks as they are engagement sources and content feeders for the larger, flagship accounts.