It’s been a little over a month since Twitter launched its newest mobile app, Vine. Available only on iOS devices, the app allows users to create 6-seconds videos similar to GIFs. Like Twitter, Vine forces users to be creative in a small amount of time. With the booming power of online video, allowing users to capture quick video snapshots of themselves may prove to be the key to vine’s success.
Vine isn’t without precedence. In the past we’ve seen how quickly platforms like Pinterest and Instagram have expanded by allowing brands to tell their story using photos in a simple and streamlined fashion. We see a possible future for Vine as the Pinterest or Instagram of online video. A video --even a 6 second one-- says more than a thousand images. If these examples are signs of things to come, we’re sure vine’s cool factor will continue to catch on. It will be interesting to see how businesses will use this new tool for branding and self-promotion.
Vine’s six seconds time limit makes the clips intense and meaningful. From a branding perspective, Vine can deliver short and quick viral messages and ads to consumers that is cost efficient. Brands could use Vine to tell during campaigns to review and explain a new product. Vine could also market new promotions or announce special discounts. With Vine, Businesses could give their brands personality, thereby giving them strength and added value.
Although Vine is a powerful marketing tool, Businesses may have to be watchful and keep a permanent eye on how their brands are portrayed on the platform. It will be interesting to see how users will take advantage of the platform’s capabilities.