Vine, the latest and greatest social app, has been gaining a lot of attention since Twitter unveiled it last month. Vine allows people to capture and share stop-motion GIFs as short looping videos. Similar to Twitter’s 140-character text limit, the app is challenging consumers and brands to show their creativity in an extremely short amount of time – six seconds or less.
Quickly growing in popularity, there were over 110,000 Vine clips posted to Twitter in a 48-hour period. Celebrities and consumers are using the app to document recent events like The Oscars and the East Coast snowstorm. Taco Bell made headlines when they used a Vine to announce the arrival date of their highly anticipated Doritos Cool Ranch Taco.
Taco Bell’s popular post on Vine:
@TacoBell It’s out of the bag. Coming March 7th. #CoolRanchDLT http://vine.co/v/bvlaYggdIiU
While some brands like Urban Outfitters were quick to jump on the Vine bandwagon. The majority of companies have yet to explore what type of value Vine can potentially add to their digital marketing campaigns.
Urban Outfitters posted this Vine the day the app debuted:
@UrbanOutfitters The most important Vine you’ll ever see. #uodogs http://vine.co/v/b5HEYV0IQPJ
Considering the growing expectations for brands to present consumers with visually appealing content, Vine should continue to gain popularity in the content marketing world.
Currently available on the iPhone and iPod Touch, Twitter has said that they are working to bring it to other platforms as well. Similar to the way Pinterest and Instagram caught on, you are sure to see more brands use Vine in their interactive advertising and marketing campaigns.
I am looking forward to exploring Vine more and seeing how it can be incorporated into Brandmovers social media content as well as our clients’.
In the meantime, check out my first attempt at using Vine:
@MariePhay My life as a #CommunityManager #myfirstvine http://vine.co/v/bXWWMzFTPbu
Have you started using Vine, yet? How do you see Vine impacting the way brands market themselves in 2013?