Jenkinson & Associates
Marketing With Results

Vine Tweets Double In Two Months – Is Your Brand On Board Yet?

A recent mobile marketing study compiled by Unruly, New York, has revealed some impressive insights concerning Twitter’s new-ish Vine app – which currently boasts 13 million users:

1. From April-June 2013 the average number of tweets using a Vine link grew from five to nine per second.
2. Branded Vines are four times likely to be shared than video ads.
3. Video consumption tripled in 2012.
4. Mobile data traffic is predicted to increase 13-fold between 2012-2017.
5. From June 2012-February 2013, Unruly witnessed a 24.2% increase in the sharing of their campaigns through mobile devices and a 22.2% increase in mobile click-through rates.
6. Video is the fastest growing advertising format worldwide.
   

You might think that Vine’s imposed six seconds isn’t nearly enough time to get your business video messages across professionally, but its brevity is precisely what makes this Twitter app so eminently appealing and shareable.

In reality, Vine’s six-second cut-off point is said to increase creativity rather than suppress it. Of course, there’s always the option to join several videos together which you can do within the software. (It’s not really cheating, is it?)

The real challenge of course, is to come up with a steady stream of sharable content that will enable you to connect with current and new customers.  One great way of doing this while engaging your audience at the same time is to invite your customers to collaborate with you by creating videos of themselves using your products. You might like to hold a competition for the most ingenious/ amusing/ unique idea, depending on what type of business you are in. What’s more, Vine is a proven platform for storytelling.

Even companies that find ‘this whole social media thing’ baffling could find a way to increase engagement with their audiences and grow their ‘social footprint’ through Vine.

Clearly Facebook has recognised the significant ‘connection’ potential of Vine, having launched its own video sharing app through the Instagram platform. However, Facebook’s version allows video makers a positively indulgent 15 seconds in which to make an impact!

As marketers, we already know about the pulling potential of using photographs and images as an aid to winning more business; but the likes of Vine & Co are fully expected to take consumer engagement via video to a whole new level.

So whether you decide to make an impression  with your brand over six seconds – or 15 –  with video consumption set to explode over the next few years, embracing the latest video technology now could put your business under the spotlight . . . whilst keeping your competitors firmly in the shade.