Vine Marketing: Can You Win in 6 Seconds?

What can you do in 6 seconds that could impact your brand?

How about shooting a 6-second looping video and sharing it with your online community?

Vine is one of Twitter’s most popular features, which allows users to create short videos to accompany their tweets.

What does this mean for marketers using Twitter? Studies show that users are 5 times more likely to click through a tweet that is accompanied by a video. In other words, just a short video can increase users’ engagement with your tweets.

Although up to 87 percent of marketers distribute their content through social media channels, less than 25 % say that their marketing on Vine are paying off. However, an increasing number of savvy marketers are reaping the benefits of marketing on Vine.

If you choose to leverage the popularity of Vine, here’s how to put your brand in the best light:

Lure social media users with valuable content

It is easy to overlook the importance of valuable content when you are limited to just 6 seconds. But value does not always equate to length.

Vine users are typically looking for creative, fun and helpful videos that will introduce them to a brand or keep them hooked to their favourite brand.

How-to-videos and product demos are especially popular among Vine users. A look at the most viewed Vines shows that the top brands have created helpful and often humorous video clips.

Creativity is necessary for you to be able to convey a single message about your product in a short span of time. A great way of coming up with compelling Videos is working with a script or a storyboard instead of recording random content. Also, have a look at the top trends for inspiration.

Shooting a full video is hard enough. Planning your short Vine video simply guarantees that you are pushing out compelling content to your social community.

Optimize your vine videos for greater visibility

Twitter users can look up for Vine videos using the Twitter search bar. Make your video content visible to people by using the appropriate hashtags. Not all hashtags do well and throwing in just any #hashtag may not be beneficial.

Use the Explore tab on Twitter to find the top trending #hashtags. Pick out one or two that you can use to optimize your own videos. For example, some of the most popular keywords are often #cute, #loop, and #howto. Of course, you are not limited to just these ones—take advantage of seasons, prevailing holidays and events to make your Vines visible.

Video descriptions are useful too in helping to optimize your content. Accompany each of your videos with a short tweet that describes what the video is all about. Due to the incredibly short duration of Vines, the meaning of the videos could be lost to viewers. An accompanying tweet goes a long way in demystifying the video content.

Use a cross platform approach

Vine videos are not limited to Twitter only. It is possible to share your videos on other popular social platforms including Facebook and Instagram. It is also possible for you to embed Vines on your own website.

This shareable aspect of Vine videos offers you a great opportunity to leverage different platforms where your audience spends most of their time. If most of your followers are Facebook users, you can create a Vine video on Twitter and still distribute this same content to your largest audience on Facebook.

Marketing On Vine Can Pay Off

All in all, it is important to fully understand your audience and the type of content they appreciate the most.  Most Vine users are young adults aged between 18 and 22 years, and combined, they watch millions of videos each month. Plan your Twitter video strategy with this audience in mind, to come up with relevant and creative content.