Another app can now grace iPhone users’ screens everywhere. Twitter introduced its new app Vine to the Apple Store marketplace. The app has no 140 character limit! Sounds great, right? That’s because it’s actually a video app that allows users to make a 6 second clip that will play on a loop, similar to a GIF.
Vine derives it’s name from how the 6-second video is created. Users can focus on a image for a few seconds stop the reel and begin filming a new image. Each image is like a leaf on the vine and all are strung together to create a video. The videos created by the app can be shared on Twitter, Facebook and blogs making the virality of the videos more powerful.
Vine can be used to marketers’ advantage through consumers. It gives creators an “equal playing ground” because it is limited to their phones with no extra gadgets to enhance images. What some are dubbing the “video version of Instagram,” Vine has the potential to generate sales when consumers showcase a product. Instead of telling the story, consumers and marketers can show the story of a brand. As we mentioned in our last post Every Story is a Purchase in the Making, storytelling is a powerful marketing tool to reach audiences.
Social Media Today stated that Vine will force those using it to “get to the point” and remove any filler information that is typically present due to the 6 second time limit. This time constraint has the ability to spur creativity among users according to CNN. Scott Klemmer, co-director of the Human-Computer Interaction Group at Stanford University, says the following;
“One of the things we know about creativity is that constraints are essential for getting people to do creative stuff. If you come up with the right constraints, that’s a benefit, not a drawback.”
Videos can supplement the word of mouth efforts of consumers because of its visual appeal. The clips are also very short so viewers’ attention is obtained for the entire duration, which may not be the case in other instances. With a mere 6 seconds, creators will have to come up with quirky and different ways of conveying their excitement. Overall, only time will tell if Vine will lead to greater virality for a brand among consumers.
For BzzAgents who have downloaded the Vine app, it’s now your chance to deliver creative videos about your BzzKits. Check out a vine created by BzzAgent Jon O. Feel up to it? Share your Vine creations and opinions here.
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The vine looks like a great idea! Alas, I don’t have an Iphone. Not even a smart phone. My phone takes pictures and videos but it is a stupid phone. Sad but true. Maybe the app for vine will become available for my phone, tablet or laptop. Or, better yet, maybe you’ll do a campaign for the iphone! Make sure I get an invite if you do!
-your friend, Donna (A proud but campaignless Bzz Agent)
I am really liking Vine! I try to post a vid daily, it’s not easy for me because it is not routine yet. I posted a vine of my process for a BzzCampaign for Nexxus Hydra-Light, but I don’t think it is getting viewed like I thought it would. Hopefully it will catch on, that is a great way to market and share!