Marketing With Vine: Leveraging the Power of 6-Second Videos

vine app

If you haven’t heard yet, Vine is now available on Android and is now surpassing Instagram in total Twitter shares, reports MarketingLand.

Vine  is an app that lets you creates 6-second videos. The app’s description invites you to “Create short, beautiful, looping videos in a simple and fun way for your friends and family to see.”  You then can load your Vine videos on to Twitter or other social accounts.

Vine was previously available only to Apple mobile device users (iPhone, iPad etc.), where it was downloaded by 13 million people and became so popular that Twitter acquired it in October 2012.

According to Twitter, 12 million Vine videos are posted to the microblogging site daily.

Some might doubt the marketing power of a video that lasts only seconds.  But the same doubts might have been raised about photo sharing app Instagram a year ago before Facebook paid a billion dollars for it.   Here are some tips from the community for marketing using Vine videos.

Marketing With Vine

Animate Your Images - Social Media Today

Vine provides an easy way to create animation on a mobile device. By stopping and starting the video while recording, you can make creative animated videos like Lowe’s video of ants invading a sandbox and Urban Outfitters’ dancing sneakers, writes blogger Julie Blakely.

Keep Your Story Short - YayaConnection

With the perceived short attention span of the younger generation, ages 18 to 24, and the busyness of the average Web surfer or mobile user, Vine is seen as an ideal way to tell your company’s story these days. Analytics specialist Bridget Kelly introduces us to the 6 second history of denim at The Gap or a six second love story between a pineapple and a bottle of Malibu Rum.

Get Your Customers Involved - Big Ideas Blog

There’s no reason to stop with just making your own Vine video clips either. In this post, Megan Totka, chief editor for ChamberofCommerce.com suggests the ease of use of the Vine app makes it perfect for encouraging fans of your business or brand to get creative too. For example, create a contest for your customers to send in a video using your product in imaginative ways and give prizes to the winners.

Start With a Plan - Smart Insights

Just because a Vine video is incredibly easy to make and is only six seconds long, doesn’t mean it shouldn’t be planned out, says Mark Donington, Lead Designer of Higher Ground Creative. Donington suggests starting with a narrative and planning what you want to say before you start recording.

Think Elevator Pitch - Silicon Beach Training

It might sound strange to think about a video this way. But just as an elevator pitch forces you to share your business idea in less time than it takes to reach the executive suite, a short video requires focus. Think about what you could do to demonstrate the greatness of your product in 6 seconds or less.

Make a Lasting Impression - Hubspot

Six seconds may be too little time for a lengthy marketing message, but it’s enough time to create a lasting impression with a truly creative video. Think about a way you could use those six seconds to create a memorable impression of your brand with a story or series of images customers will never forget. Here are 15 real world examples from branding expert Hannah Fleishman.

Focus on Visual Elements - Reel SEO

Focus on the visual elements of your brand. This could be easier for some businesses than for others. For example, later this month 20th Century Fox released the highly anticipated film “The Wolverine” starring Hugh Jackman, and two months ago issued a Vine teaser of the new film, generating buzz. Your business may not be as visually stunning as a Hollywood blockbuster, but look for ways to tell your story in an exciting and visual way.

Remember Your Marketing Basics - Hyperbot

Vine may be a new marketing tool, but in the end, it’s not so different from other tools that have come before. Though blogger Clyde Smith is talking specifically about how musicians can use Vine to market their work online, the principles are the same. Consider what techniques have worked in previous online video platforms like YouTube and don’t forget to be creative.

Always Remember the Social Aspect - Social Media Examiner

Yes, Vine is an app allowing you to easily create six-second videos. But it is also one of a new breed of social media tools acquired by Twitter and similar to other social tools like Instagram. When shared via Twitter or on other sites, Vine can be a powerful way to engage with your customers. Kristi Hines gives you some ideas on how to do it.

Be Sure You Have a Strategy in Place - Mittcom

You can use Vine to market your brand or business in so many ways. From giving customers a look behind the scenes in your business to giving a preview of new products to heighten anticipation. Remember, though, that like any marketing campaign, you’ll want a strategy in place first to make your efforts more effective.

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Shawn Hessinger - Editor


Shawn Hessinger Shawn Hessinger is the Editor for Small Business Trends. He is a journalist and social media networker with more than a decade of experience in the traditional newspaper business before moving to the digital world. He was the former community manager of BizSugar and the former community editor at AllAnalytics, a site dedicated to professionals in the business intelligence and analytics community.

6 Reactions

  1. Hi Shawn,
    Thanks for the post on Vine marketing tips and for sharing it with the BizSugar community. We have had an increasing number of posts about this topic on the site, something I would only expect to increase as Vine gains popularity with new Android users.

  2. Awesome article Shawn and thank you for referencing Mittcom!

    We have been utilizing Vine ourselves to help humanize the agency and we’ve been having a lot of fun with. It will be interesting to see how it holds up with Instagram entering into the video arena, though.

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