The cost is virtually zero and the viral success behind social media campaigns just can’t be matched by traditional advertising.
But years after networks like Facebook and Twitter were first used by companies for marketing purposes, the space is now saturated.
The popular mobile app records six seconds of video and publishes them to a social feed similar to Instagram or Twitter (who owns the app).
Instagram tried to crush Vine’s momentum when it announced its own video feature on June 20, but for both personal and professional purposes, Vine still thrives.
It’s companies like Oreo and Urban Outfitters that helped keep it that way — they were early adopters in marketing using Vine and are still some of the best players in the game today.
There are so many DIY videos flooding satellite Internet connections that it’s often hard to find what you’re looking for. But someone at Lowe’s likely earned a promotion when they thought of “#lowesfixinsix,” the hash tag behind the company’s series of six-second videos offering small DIY tips around the house. The videos use stop-motion animation by tapping a smartphone’s screen to record a mere fraction of a second. Put together, these videos give quick tips and help promote the Lowe’s brand.
Show Something New
You can offer advice and tout your own product at the same time. This Vine from Oreo shows a new way to convert their cookies to a topping by crumbling them in an empty pepper grinder and crushing the crumbs on top of some delicious vanilla ice cream. If that’s not extremely clever, it’s at least extremely appetizing.
Share Company Culture
Urban Outfitters was one of the first companies to jump on Vine. They even held a contest for followers who could make the best UO-related Vine (talk about having your work done for you). This video is nothing more than showing off a couple of employee’s pups, but it gives a look into the company’s “fun factor,” and that viral power goes a long way.
Tease New Products
The shorter limits of Vine’s videos give companies a great chance to tease new products — show just enough to get customers through the front doors. Gap takes advantage of this by using stop-motion animation to give quick peeks to new clothing and accessories in its stores.
Vine falls into that sweet spot between niche and popular. It’s recognizable enough that most anyone knows what it is, and niche enough that companies aren’t yet flooding the landscape with Vine accounts and marketing campaigns. If your business isn’t an early adopter, fret not, there’s still plenty of room to climb the Vine.