Vine – the next Instagram or Google+?

Posted: February 3, 2013 in Social networking
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Adam Goldberg shows how to do it!

Adam Goldberg shows how to do it!

A marketeers (early!) review of Vine, pondering its future, considering its uses and wondering whether to ditch Instagram in place of it!

I’ve been having fun using Vine this weekend, to produce a set of ultimately useless but fun videos. It’s undeniably fun, but not without it’s quirks in this early version (e.g. lack of ability to edit/uploads video outside of the app).

The bigger question I find myself asking is should we be advising clients to take a look and try something out? There is no doubt that a few brands will quickly capitalise on the opportunity, make some PR’able waves (for being the first), but is there long term potential with the tool?

Like Instagram, the issue of content value will quickly become evident for brands. After all, sharing video and photo’s is not exactly revolutionary and in the rise of responsive sites / social sharing tools, content is becoming easier to share every day. So why use Instagram / Vine to do so? The answer has to lay in the delivery of content of value.

A lot of brands (I’ve seen badly use these channels) interpret content value by leveraging these platforms to release discounts, announce sales, show a quirky photo of a new product etc etc – please shoot me in the head right now. Brands need to give their customers more credit than thinking they exist only to be told when and how to buy product!

With Vine, brands have a great chance to build loyalty and give their customers truly unique insights into what makes them a great brand.

The fashion/retail industry, for example, can (and will!) go down the mundane – and easy – route of sharing 6 second cuts of their TVS’s on Vine. Cheap, nasty, meaningless. But consider for a moment the opportunity of intertwining these new tools into a marketing strategy which goes beyond seeing Vine and the likes as a channel extension.

Instead though, they could be giving 6 second snippets insights into what makes them, them! How they come up with their styles, 6 word / 6 second interviews with their key designers, showing the idea to production process, taking their customers to fashion shows overseas etc.

What Vine demonstrates, is that without a content production like approach to how it will be used, it won’t add much to a brands marketing. Exclusive Vine ‘episodes’ that are produced regularly that provide insights / angles of the brand never seen before will be leveraging the platform for its true strengths.

FYI, one of the most enjoyable Viner’s has to be Adam Goldberg who has already published over 40 entertaining clips, you can find them here … https://twitter.com/TheAdamGoldberg.

Another aspect that will be interesting is for brands to explore leveraging their loyal following to create (UGC) content of value. Imagine a car manufacturer engaging and inviting users to Vine their top <insert car brand> moments. No doubt it would range from the mundane to the wild as users try to outdo each other on their whacky brand moments.

User content is undervalued and our recent Plate of our Nation Instagram experience is an example of users desire to engage with brands in this way by sharing their moments – with ‘PlateOff’ (http://www.plateofournation.com.au/plate-off/) generating over 15,000 Instagram food moments (without any competition or reason to do so).

I guess my summary of Vine for now is that it is an exciting platform, certainly from a snap and have some fun perspective. Whether it will have a life for brands will depend on how brands embrace it and what content they chose to use it for.

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