The world of social media is constantly changing. In the blink of an eye, there is another way to connect and share with others. Social media has evolved from simple status updates on Facebook, to micro blogging through Twitter, and now we are sharing visual images through Instagram. Until a few months ago, we shared videos through Youtube and Facebook. Now sharing has become quicker with the introduction of Vine.
Vine was introduced in January. Vine creates six second videos that will automatically loop after it is done. These short videos capture life as it happens, to tell more of a story than a mere picture. Vine was acquired by Twitter at its launch, so we quickly began seeing Vine videos in our Twitter feeds.
The internet was quickly filled with seven second videos of pranks, adorable couples, and heartwarming moments. There’s even been a marriage proposal over Vine (she said yes!). Companies have also utilized Vine as a marketing tool to teach something or introduce a new product. Taco Bell announced their new Cool Ranch Doritos Loco Taco through Vine. Vine quickly became the most shared item through Twitter.
On June 20th, Vine gained some competition from Instagram with the release of their video feature. Instagram users can now upload videos up to 15 seconds in length that allow users to cut out sections and choose the preview image. These Instagram videos also have the filters offered in the service used to modify photos. Now, just a few weeks later, the two video features are in a dead heat. After the release of Instagram video, Vine has updated to also include filters, along with a re-Vine feature. Users can repost a Vine video they like to other users.
This leaves many options to marketers. Instagram video allows for longer videos and better editing, but a user can only “like” it, it cannot be shared to that user’s followers. Vine video is less than half the time of Instagram, but can utilize hashtags for searching and can be re-Vined, holding more potential to be shared. This has become a competition of their parent companies of Facebook and Twitter to have the BEST video app available, and I anticipate more features will be added to each in order to gain an advantage.
When using these video features for marketing, both can be useful. A brand’s intention should be clear and true to their target market. Whether you are using a 6 or 15 second video, keep your brand message clear and consistent. Create a video that will clearly show your content message to your target.