Twitter’s Vine is a marketer’s late Christmas gift

Twitter VineTwitter has just launched Vine, a way for users to capture short 6 second bursts of video and share it with the World and their followers. But it’s also a chance for marketing departments and agencies to finally embrace something revolutionary and completely become a creative context machine again.

Vine integrates with Twitter in the same way as Instagram, meaning that Vine videos can be embedded directly in tweets, showing up in followers’ streams. Vine videos can also show up in a separate Vine web page. Users can also follow others separately throughout the app, as well as comment and like.

Something new

There are already plenty of apps out there but Vine works differently (and uniquely) in that it lets you shoot multiple short cuts to make one single, 6s video. The process is easy and involves no editing.

Because of the 6s time barrier marketers will be forced to become more innovative in the way they create their content. For Twitter it’s the video version of a 140-character limit and will prove powerful in its simplicity. Pinterest and Instagram have their charm but we’re about to see static images becoming passé. Video content in short bursts will drive the marketing machine back to the imagination drawing board and separate the signal from the noise.

Succinct storytelling

Whether Vine will create viral sensations like those on YouTube remains to be seen but the opportunity is there for marketers to make it their own and create brand personality through storytelling. The context opportunity alone is enough to drive people back to Twitter and reengage with brands who previously just pushed out dead content links through Hootsuite.

Vine is nothing new, there are alternatives out there but as a native app it may just become Twitter’s ‘creeping’ marketing success story.

For more on Twitter Vine, check it out in the Apple App Store.

Twitter Vine

Tags: , , ,

Categories: Disruption, Innovation, Marketing

Author:Theo Priestley

"I had more creative ideas from Theo in 6 months than I have had in 6 years from most people." Theo Priestley is one of the most recognised independent technology industry influencers and evangelists, ranking in the Top 100 thought leaders across Virtual/ Augmented Reality, FinTech, Artificial Intelligence, Big Data, Internet of Things and future trends. Theo has written insights for Forbes, Wired, The European Magazine, Venturebeat to name a few, and has been interviewed for many online publications including the BBC on his thoughts on technology and the future. A regular paid keynote speaker and panelist at conferences and events, Theo is engaged for his forthright views and isn't afraid to challenge conventional thinking and the marketing hype surrounding the industry when presenting, never pulling punches to get the message across on how technology can be applied to improve business and the customer experience. He has also successfully organised and run TEDx and Ignite events. Highly active across social networks, he sits in the Top 1% for social media engagement on Kred and Klout and is constantly sharing articles and his analysis that he feels his audience would be interested in. Theo is also active in the startup community, mentoring within UK and US accelerators and sits on a number of advisory boards. Former VP and Chief Technology Evangelist at a Top 25 European enterprise software company with a career spanning both innovation strategy and delivery of software and business change in Financial Services, and as an independent technology industry analyst. Follow Theo on Twitter @tprstly or connect here directly for constant insights on tech and marketing trends. • Top 1% Influencer on Kred (915) • Top 1% Influencer on Klout (70+) • 12,000+ Followers on LinkedIn • 13,000+ Followers on Twitter • Recognised Top Influencer in AI, Virtual/ Augmented Reality, Fintech, IOT and Wearable Tech, Big Data and Analytics.

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One Comment on “Twitter’s Vine is a marketer’s late Christmas gift”

  1. January 24, 2013 at 11:56 am #

    Thanks for sharing, Theo. For a marketer, this is a great reminder to “Fit the Message to the Medium.”

    When I’m online, my attention span is nil. I can’t tell you how many times I’ve clicked away from a news website that tries to make me sit through a 30s “TV commercial” before viewing a news video I actually want to see. By the time the news story comes around, I’m either gone, or I can’t remember what I clicked in the first place.

    As a marketer, if you can’t capture my attention and get your point across in 6 seconds, you have no business being online.

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