In recent weeks there has been a lot of hype surrounding the January 24th release of Vine, which is a new social media feature on Twitter that allows users to post a six second video. Already, businesses are finding new and creative ways to market their brands using this short span of video footage; however, we have already seen that there are some no-no's to this strategy. Outlined below are some best practices for using Vine to market your brand courtesy of HubSpot:
- Offer a glimpse or sneak peek about a new product or service that you will soon be launching. People love to be "in the know," and creating a six second video clip that will give your followers some insight to your new offering without giving all of the details away can help to create excitement and social noise about its release.
- Further humanize your brand. There is no question that people prefer to do business with other people versus just a brand. Therefore, Vine offers brands the opportunity to shed light on their personalities more than ever before. A great example of how BuzzFeed utilized Vine to demonstrate its quirky and laid-back culture was to show a quick video of some employees working while others broke out in dance in their cubicles. These quick snip-its of video are a great way to deliver feel-good content.
- Share a brief demonstration of a new product or service. Again, this needs to be accomplished within six seconds without cramming in too much information, so maybe just highlight two or three features that your followers will most appreciate with the goal of attracting people to visit your webpage to gain more information about your new product or service.
- Enhance your video with sound. While the default sound on Vine videos is muted, incorporating sound into your video can offer clarity to the message you are delivering. It can also help to establish the right tone for your message, making it even easier for your followers to interpret your brief video message.
- Introduce your fans to your brand with a quick video. You could highlight key employees, showcase your logo, and other branding material that your followers can pick up.
Just as easily as a Vine video can help your brand, it can also have negative repercussions. Here is some video making don’ts to avoid:
- Cramming content intended for a longer video into a six second clip. Deliver too much information in such a short period of time can be overwhelming to your followers and cause them to miss the message altogether.
- Creating a Vine video for a private audience. Vine videos are public and are available to anyone that wants to watch it or share it on other social media sites.
- Using Vine just because everyone else is doing it. If you're not comfortable with the technology or can't effectively deliver your company's message within the allotted six-second window of video, don't use it.
Have you had the opportunity to try out the new Vine video feature on Twitter? if so, how has your brand successfully used this feature to reach more followers?
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