Vine: The Six Second Video App from Twitter
A Train of Thought
Vine has been getting a lot of attention lately – and mostly I would say that attention is deserved. It’s new, interesting, a little bit different and a challenge (I mean, how much can you fit into 6 seconds?). So, it’s no surprise we’re seeing an influx of these six second flicks at the minute (and there have been some good ones already), but the question is, is Vine going to become the next big thing for content marketers? Let’s see.
So this is what we’ve got to play with in Vine:
- Its Twitter owned, but not Twitter only.
- According to Wired, it’s simple and fun to use
- The end video is more like an animated GIF than what we traditionally think of we when hear the term ‘video’ (examples here).
- And it produces a richer content type than just a photo
Great, except that there is inevitably a greater effort needed to create these six second flicks, than there is to just push a button and take a picture. Even though Vine is incredibly straight forward, it’s just never going to be that straight forward. Econsultancy made the point particularly well noting that a Vine will never be able to replace or replicate the instant hit a brand can achieve with a simple photo, which is a shame, but true. What is also incredibly difficult to predict is whether Vine has come along a little too soon for brands to get their heads around, having only had a short time to get over using traditional video media as part of their content strategies. Or whether Vine could become the perfect mid ground between photo and video, meaning that brands reluctant to invest in pure video may turn to vine to achieve a similar type of content, in less time with less effort and difficulty. This factor alone could see some great experiments with the new app so there is potential for some great marketing to come along with the arrival of Vine, it’s just whether brands are prepared to tap into that potential. My thinking at the moment is that the potential available through Vine will be tapped in to in good time, known as the last mover advantage phenomenon, (I recently read a cracking article about this in Marketing Mag). Basically, I predict most brands will want to sit back, relax and hopefully enjoy what others are doing with Vine. Then if the precedent is set, if someone actually achieves something viral with vine, we may begin to see the uptake of this new content type by brands in the mainstream. I think a lot of what we are seeing now with Vine is the adapt and survive phenomena– digital marketing is always changing, so get in there, try the new toy, if you like it play with it, if you don’t throw it out the pram and find the next new thing. The risk with this is that a heck of a lot of content gets produced (often more bad than good) and it gets harder to see the wood for trees so to speak. That means for a Vine video to really make an impression right now, it going to have to be insanely great to do so. It’s the case with all content produced anywhere in any way. Velocity does a great job of explaining this problem in their ‘Crap’ Slideshare.