Twitter’s recent acquisition of Vine, a service designed to create 6-second, looping videos adds a new dimension to the micro-blogging site. Similar to GIFs, these videos allow users to capture and share a moment with the same conciseness that has defined Twitter to this point. According to the statement on Twitter’s blog, the belief is that, “the brevity of videos on Vine (6 seconds or less) inspires creativity.” I’m inclined to agree, as evidenced by these imaginative Vine productions.
The ever-increasing use of GIFs, and the popularity of apps like SnapChat, should make this acquisition a successful one, but as a community manager, I am most curious to see how brands will employ this new tool. In my experience, it is often tough to get engagement on branded videos. They can be long and overly commercial, not to mention that fans, particularly on mobile devices, don’t want to be directed to an outside source. Vine videos, however, are made to be short, punchy and easily digestible within Twitter. Now companies are not just able to give themselves a personality on Twitter, but, quite literally, a face and a voice too.
Urban Outfitters has already adopted the service (here is their first Vine), but their natural quirkiness makes them an ideal fit for Vine. The challenge for other brands will be to embrace Vine’s intrinsic eccentricity and, as always, to continue balancing organic, sharable content with a branded message while maintaining authenticity. After all, if a picture is worth a thousand words, how much is a 6-second video worth?
How do you think brands should be using Vine? Continue the conversation with me in the comments section!