Vine: the Ultimate Content Marketing Challenge
What do all great pieces of content marketing have in common? They all have panache. They grab your attention and encourage you to tell others about them. But why do you care in the first place? Why should you pass on that video of Guy Pearce speaking at a TED conference in the year 2023? The common theme that runs through great content marketing is that it is creative; it is something different to what you’re used to seeing.
The world is online and we can see anything we want to with a quick Google search. This means that for something to catch peoples’ attention it has to be particularly outstanding. We’ve all seen cats playing keyboards, dogs saying ‘I love you’ and Ryan Gosling breaking up fights on the streets of New York City. We don’t want to see the same thing over and over. We want to experience something new and exciting.
The challenge for marketers is to be creative with their content and there is no greater creative challenge right now than Vine. Vine is a video app, owned by Twitter, which launched on January 24th. It allows you to record a video that is six seconds in length. It’s now more than twice as popular as its nearest competitor, SocialCam. In the past week there have been almost 250,000 Vine videos uploaded to Twitter.
Twitter has been central to Vine’s rapid success. The site has a ready-made user base for its newly acquired video service. The inherent brevity in Vine videos also suits Twitter. It will be interesting to see if it can sustain this popularity for longer than a week and become the ‘Instagram of video apps’ that so many have already dubbed it.
The Content Marketing Challenge
Vine presents an interesting challenge for marketers. How do you create a video, that’s six seconds long that captures the imagination and also encourages people to share it? That question hasn’t been answered after a week, but that hasn’t stopped people from trying. To advertise the new issue of their magazine, Rolling Stone posted this Vine to tell people it was out. Even Armani has joined in using Vine to showcase their Spring/Summer 2013 campaign.
Vine has yet to see one of its videos go viral. For now people have just been getting to grips with the app and its possibilities. For many the videos will be too brief to make a real impact, but that’s all part of the challenge. Vine users have already started to get creative with the app, but how can businesses follow suit when it comes to creating content marketing?
The Ideal Content Marketing Tool?
In many ways Vine has the potential to be the ideal content marketing tool. It’s quick, it’s easy to share videos and if it’s done well, it should leave an impression on the viewer. The problem is that it’s so new that no one knows what it will become yet. Don’t be surprised to see Vine mini-ads appear on Twitter and Facebook over the next few months. There may well be Vine series popping up online; six second videos that unravel bit by bit to eventually tell a full story.
If Vine is used in this way, the content marketing potential is endless. A few thousand people reading one of your tweets is all well and good, but what if you could create a story that people were actually invested in? And you could release it for free from your own Twitter account or Facebook page. If Vine can continue to grow, it will have to be adopted by companies in the same way Facebook and Twitter have been. To ignore something like this that has become so popular so quickly means you run the risk of getting left behind.
The use of social media in your business can be very effective but only if you choose the right approach. Click here for some helpful tips on managing your social media strategy
Post by: Conor Sharkey