Action! The Do’s and Don’ts of Vine
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This is a post by Kira Byczek.
Are you someone who’s always looking for the hottest trend? Look no further, because Vine, the mobile app owned by Twitter, is here and taking off (with even a spin-off 6-seconds on Windows Platforms!). Vine is an app which allows for its viewers to create catchy and memorable 6-second videos and post them for the world to see. We’ve even started using the platform @SocialMediaWeek.
But with the recent release of Instagram Video, what do Vine users have to do to make their posts stick? Here are a few tips on the do’s and don’ts of Vine.
Don’ts of Vine
1) Don’t over-posting on Vine.
Oreo Cookie, who posted 2 A+ Vines, one in April, one in May, and then went on a spree twelve days later posting 10 Vines in one day. After this, they did not post another video for over a month. Inconsistency is never good.
2) Don’t forget to use a narrative structure.
You need a beginning, middle and end; without it, your Vine can be confusing. The viewer should be able to tell where the video starts and where it ends. Be sure your video contains all of these elements.
3) Don’t forget to use multiple scenes.
This will not make for an interesting Vine video and ultimately, does not tell a story.
4) Don’t forget to define the Vine’s purpose.
You only have 6 seconds, so make sure you’re only trying to convey one point. In addition, make sure to provide a caption that gives the Vine context. Sound is also a great tool to help with this. Don’t be afraid of sound in the actual video.
5) Don’t try to fit too much into 6 seconds.
Gap’s Vine of jeans over 40 years could have benefitted from a longer video. Because there are only 6 seconds and so many short shots, the viewer is not able to actually see the evolution of the labels on each pair of jeans. Understand your time constraints and work with it.
6) Don’t use it just because.
Make sure there is a purpose to your video. If your videos have no value stop using the app. It’s ok to not be on all the platforms at once.
The Do’s of Vine
1) Give followers a sneak peak of products, events, etc.
This will build anticipation and excitement. One brand that has accomplished this well is People Magazine. They use post-it notes to reveal portions of the next issue.
People is able to do a lot with their Vine posts because they feature so many different stories in their magazine. They post videos that give viewers a heads up of what to look for in their next issue. From videos of events on the red carpet, to drag shows, to cooking, People allows their Vine followers to see what the company is up to before the magazine officially releases the following week.
2) Use audio
Audio allows you to highlight your message and gives some clarity as to what is going on in the video. Use audio to address your company’s social media followers. Jimmy Fallon is a great example. In this Vine, comedian Jimmy Fallon uses audio as a way to show how sometimes, Vine videos can be confusing. This speaks towards the importance of adding audio to a Vine that is intended to be instructional or informative.
3) Humanize your brand
Humanizing your brand makes your company more relatable to its consumers. Few do this better than BuzzFeed. BuzzFeed humanizes their company by showing employees dancing at work. They also post videos of skateboarding dogs and other silly things. These Vines work because the messages embody the nature of their company, which usually posts quirky things like “27 Signs you’re an Obsessive List Maker.”
4) Introduce followers to your company
Use Vine as a time to answer key questions: What do you do? What are you all about? Showcase your company, employees, products, office, like HubSpot. HubSpot made a Vine early on showing the products their company produced, like, sweatshirts, phone covers, glasses, shirts, etc. This allowed them to show off their new “swag” to their viewers, new tagline, and logo.
5) Demonstrate a new product or service feature
This reminds people to learn more about the product/feature, and ultimately, this gets people interested. Look at Bacardi UK. Bacardi UK’s Vines are some of the best out there. They are constantly posting videos of different drinks being made with Bacardi products. Each video is different and always interesting. They also actively try to get their followers to send in videos of themselves making their favorite Bacardi drinks and retweet the best ones. This is a great way to boost their influence on social media while getting their consumers to use their products.
With these tips, you’ll be able to rise to the top on this popular platform. Make sure you follow us on Vine @SocialMediaWeek, especially as we kick off our tomorrow for CROWDFUNDx NYC!
Other Companies Killin’ it on Vine, and What They’re Doing Right
Dove promotes their events through Vine videos. They also showcase their products and product mission through their Vines. Dove uses creative ways to market their products. Again, by making a cute video, consumers are more likely to go purchase their products.
Lowes is doing an exceptional job on Vine. They post videos with quick fixes to problems around the home, ideas for home improvement, and simple tips. They have the potential to do a lot because their company allows people to do so many different things from gardening, to grilling, to simply hanging a bird feeder.
Although McDonald’s doesn’t post all that often, they have made a few Vines that are pretty impressive. Their videos feature the foods they serve, such as the quarter pounder, and one of their breakfast sandwiches. Each video shows the product moving around throughout the course of the video. This is different from their typical form of marketing like commercials that encourage consumers to “stop in today and get a McCafe.” It works because it is less in your face.
Pepsi NEXT does a variety of things on their Vine account from giving sneak peeks of their products, to short clips of Pepsi NEXT doing silly things in honor of holidays. This is an indirect form of marketing which works for Pepsi because they don’t really need to sell people on their products since they are such a huge corporation.
Pinot works as an illustrator and animator in Kuwait. He produces creative Vines that are visually interesting to the viewer. While his videos tell a complete story in 6 seconds, they are nowhere near simple. He has 142,600 followers on Vine.
Ritz posts videos of their crackers dancing, as well as different ways to eat them. After watching one of these videos, you’re guaranteed to be craving a Ritz cracker, which is the ultimate goal of the company. Their videos are simple but no doubt work because of this.
Trident’s video showcases their new product that has “30% more gum.” This Vine features a 6-second video of a never-ending supply of gum. The video is creative and makes consumers want to chew Trident gum. Although they don’t change up the scenery, the video works because of the message attached.
UO makes videos that feature their products in a fun way. They keep their videos interesting by using a variety of filming techniques: quick snapshots, stop-motion views, and a short sequence of event that tells a story. There is a central theme surrounding each Vine post (emergency makeup supplies, “hang, sleep, repeat,” DIY sparkle jars, shoes, etc.)
Walgreens promotes the products they sell in store by making quick videos of vitamins, makeovers, magazines, fresh sushi?, lunch boxes, health products, etc. This encourages customers to come into Walgreens and purchase products.
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