What is Vine, and Why Should I Care?
Vine is a smartphone social media app created by Twitter. It records six-second videos that can be posted to the Vine networkor Tweeted after linking your Twitter account. Showing off its genetic resemblance to Twitter, Vine incorporates #hashtags for easy content organization and discovery. Despite being late to the party, Twitter’s Vine has stolen the market share from other short-form video apps. Its user base is varied, including a wide range of contributors from your average Joe Shmo cat video uploader to Hollywood actors creating laugh-out-loud six-second vignettes.
But Vine’s popularity isn't only limited to actors and entertainers, and other famous faces frequent the Editor’s Picks section (an aggregation of staff picks for most enjoyable and innovative uses of Vine). In addition to the comedic stylings of Canadian actor Will Sasso or American actor Adam Goldberg, you'll get a peek into the lives of Jimmy Fallon (@Jimmy Fallon), Arnold Schwarzenegger (@Schwarzenegger) and even Dick VanDyke (@DickVanDyke). That's right. How do you feel knowing Dick Van Dyke is more tech savvy than you? Most of these celebrities use Vine as an outlet from which to share snippets of their personal life with fans, creating a more meaningful (and sometimes embarrassing) connection.
Businesses On Vine
Companies are staking claims for their brands on Vine. The usual tech suspects like Mashable (@Mashable) and BuzzFeed (@BuzzFeed) can be found in addition to big products like Urban Outfitters (@Urban Outfitters) or Trident (@Trident Gum), General Electric (@General Electric), Ritz (@Ritz Crackers) and Dove (@Dove). Personalities who get their Twitter accounts validated benefit from this nifty “Vine Verified” stamp to their username.
It also hasn’t taken long for destination marketing to catch on to the Vine craze. Convention and Visitor’s Bureaus continue to bud and market their destinations with this new media. You can already find clips from official accounts like North Carolina (@Visit North Carolina), Georgia (@Explore Georgia), Newport Beach (@Newport Beach CA), and El Paso (@Visit El Paso). Even countries are getting in on the action, such as Norway (@Visit Norway). Presence doesn't denote activity, though, and some Vine accounts are just taking up space. North Carolina's account (@Visti Raleigh) has 81 followers, but shows zero Vine posts.
There are plenty of different ways to utilize Vine from a destination perspective. Think of a Vine video as a six second pitch for your product. You can do live 360-degree views of major landmarks like Ian Padgham, or take a more unique approach like Charlie Love. You’re only limited by your creativity (and time, of course). Currently the landscape of destination marketing Vines is bland and full of 360 panoramas of destinations. The playing field is ripe for innovating! Engagement is typically low on CVB account content, but would boom with some new and unique content to wow viewers. Perhaps some of the most impressive content on Vine is stop motion videography. When done in a clever and smooth manner, your vines will grow.
Cool Vine Sites
Despite Vine being closely linked to Twitter, there isn’t currently an official Vine viewer for web browsers. Instead, people have already begun incorporating its content feed into innovative websites for you to enjoy! VinesMap plays videos from all over the world, zeroing the map view on wherever it’s coming from. VinePeek takes this concept and streams totally unfiltered content from the Vine API to your web browser in a continuous feed of the sometimes outrageous and unexpected antics of strangers. You can, quite literally, “view the world 6 seconds at a time.” They also give you the option of saving vines, so this can be a convenient way to cruise random videos and pick up ideas for your own Vine later. If you can get past the cats and poor camera work, you might strike gold. Speaking of gold, some film festivals like Tribeca are picking up Vine and running #6secfilm contests where you could win $600 for your entry. Not bad!
Here are a few helpful tips to get you started:
- Have a plan for your video!
- Vine uses your iPhone's autofocus, so wait for it to focus on your subject before filming
- The app also records audio, so make sure it's either interesting and adds to the video or is unnoticeable
- Be creative! Mimic interesting things and techniques you see from other videos, but think out of the box
Whether you’re swinging from Vine to Vine with a smile or want to reign them in like rampant ivy, the platform is likely here to stay. If you have no idea where to start, we’d recommend downloading the app on an iPhone (preferably yours) and snagging your brand name. For best results, your Vine handle should be the same as your Twitter handle. By linking your Vine and Twitter accounts, you can easily rollover followers as you tweet your six-second content.
If you're looking for inspiration, we'd recommend checking out the Editor's Picks section and any of the accounts we highlighted above. There seems to be an endless number of ways we can use Vine, and are excited to see yours! Don't forget to follow @Sparkloft and check out our Vines while you're at it.