What is Vine?
Twitter’s Vine, an iOS app that shoots six-second videos, wilted in the heat of intense popularity when it launched a couple of weeks ago. Before the functionality issues could be addressed, controversy set in. A Weed-B-Gon-wielding Facebook generated more buzz around Vine after denying it access to the social graph, which would allow users to find their Facebook friends on Vine. If Facebook sees Vine as a threat, it must be the next big thing, right? Let’s not forget about the pornographic GIFs permanently embedded in early users’ heads. Like most apps of this nature, any attempt at cleaning up content includes banning certain hashtags and beefing up the age requirement, per Apple App Store guidelines. However, sexually explicit material isn’t against Vine’s terms of service. This hasn’t tainted the app for the social-savvy brand looking for the newest tools for content creation.
What’s Growing on the Vine
The animated GIF is the flip book of the internet. GIFs make for digestible clips of content that have the ability to transcend their original context. We’ve tossed around the idea of “micro-videos” when Viddy started gaining traction, but those 15-second videos seem to drag on compared to Vine’s six seconds. Some big-name early adopters are using Vine as a tool to create real-time, user-generated content to compliment their brand’s social strategy. Here’s what they’re doing:
McDonald’s plays a game of Tic-Tac-Toe for the launch of a new product, Fish McBites.
Kit Kat questions which is the right way to have a break.
General Electric is always quick to take on the latest trends in social media. GE’s use of Vine to celebrate Thomas Edison’s birthday aligns perfectly with its #IWantToInvent initiative on Twitter.
All Vine and No Taters
The creative opportunities with Vine are limited only by the imagination of the person behind the camera. That being said, the marketer’s mantra holds true, content is king. Haphazard tactical thinking just can’t compete with a multifaceted marketing strategy. Has Vine grown on you or will it wither away like the apps that came before it?