Whether or not Vine – Twitter’s new(ish) micro-vlogging platform – is right for your company’s video marketing, of course it is up to you. It is certain, however, that many other businesses are using the service to back up their video marketing campaigns with incredible success. Vine lets would-be moviemakers show off their talent with just a few seconds of recorded footage, but is it a valuable tool for video marketing?

Follow this guide to decide if Vine is right for you.

Meet Vine

Vine is a mobile video platform whose software allows users to create, upload, and share short videos that repeat on a loop. Twitter revolutionized social media by demanding brevity with their famous 140-character limit. Vine, similarly, only accepts video clips with a maximum length of six seconds, which its creators say stokes creativity.

Everybody’s Doing It

According to a recent report, Trident, Ritz Crackers, Dove, General Electric, People Magazine, Gap, Malibu Rum, Urban Outfitters, and many, many other major corporations have already harnessed Vine and used it as an element in their video marketing campaigns.

Some, like Urban Outfitters’s exercise bear, are silly. Others, like the one by Gap, introduce new slogans. Others, such as Lucky Magazine’s chop-edit mannequin undressing/redressing, are creative and visually appealing. Like all video marketing, you are limited only by your imagination and technical prowess.


Some, like a video made by the people at Vine themselves, thank customers and use the service as another tool to interact. Urban Outfitters used Vine to make an insiders-only announcement that made their customers feel like their brand loyalty gave them a VIP pass to a secret party. In order to lure people in by giving them a brief glimpse of their product, the San Francisco Zoo used Vine to showcase the fruit fly-devouring prowess of their poison dart frog.

Short Is Sweet

Volumes have been written about the short attention spans of modern Americans, but the proof is in the advertisements. Facebook has launched a new video ad campaign consisting of 15-second shorts that will appear in your news feed. While YouTube allows ads that go all the way up to 40 seconds long, the viewer is allowed to skip past them after just five seconds.

Vine, with its six-second video clips, seems to be built for modern video advertising just on length alone. Factor in a format in which clips automatically loop, and you have twice as much impact with a message that repeats itself twice every 12 seconds.

Although Vine is a new arrival to what seemed like a saturated market of video platforms, it has already carved out its niche in exactly the same way that its parent, Twitter, did: by keeping it short and sweet. Video marketing is best when it packs a punch quickly and leaves an impression. In its purest form, that is what Vine is designed to do.

If Vine weren’t a legitimate forum for video marketing, then why are McDonald’s and Doritos using it? Vine isn’t a magic marketing bullet, but it is another tool in your box. Use it.

Andrew Lisa is a freelance writer living in Los Angeles. He writes about social media marketing and profiles video platforms.

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