Why Vine Videos Will be Most Successful For Businesses

By: Olivia Sullivan & Derek Lawton

Vine is a widely known video-sharing app founded in 2012. Vine has been able to attain a competitive advantage by being purchased by Twitter; this allows a vine to spread fast. It enables users to create and share short videos of up to six seconds. The app allows you to start and stop filming so quickly that you can create stop-motion-effect by just a touch of a finger. Currently, Vine has 40 million users and more than 100 million people view Vine each month. Vine is a cutting edge new application that will revolutionize marketing and communication for brands.

Vine has features that allow users to post and share short creative videos, as well as edit them to their liking. Users can see what other people post, share, and even videos they like. This allows users to customize their videos and share them with friends, family, and people around the world. Not only do users gain attraction from current followers, they also gain free publicity when followers tag their friends, or hashtag a word to share their products.

Vine is used not only to share videos with people, but many companies use Vine to advertise their products. With attention spans beginning to lower and creativeness rising, Vine is one of the most effective ways to market a product. People like to see what the product looks like and the features before buying. By companies posting videos of products, promotions, or services, they allow viewers to see what they offer and put the products or services in front of the specific audience they want to reach.

Although Vine is a creative way to get people’s attention, is it enough time for marketers to get their point across? Six-second clips are the perfect length for a brand to keep the customers attention and still create awareness. Marketers can segment by geographic areas based on the user’s location, which will bring out more views from watchers. Vine’s flexibility provides a marketing tool that will complement and enhance a company’s marketing efforts. As mentioned earlier, Twitter purchased Vine, so Vine videos gain more awareness because they can be retweeted. More people have Twitter accounts so the Vine will be sent around faster and seen by different types of people, age groups, or businesses. Along with being creative Vine has the ability to grab someone’s attention without them getting bored or distracted. This is a major issue when trying to market a product. No business wants their commercials to be clicked away from; they want them to grab people’s attention.

Vine is a successful marketing tool because many people get bored seeing commercials, or they tend to get distracted because of how long they are. Most of the time when people watch television, they skip through commercials because they do not want to watch them. The commercials end up being the same advertisement over and over again, so this wastes a company’s money because no one is actually watching their commercial. With Vine, a company can come up with many different videos to display because the videos are only six seconds and do not cost anything to display. This generates a bunch of little ideas that you can make into a video, rather than into a big commercial. The attention span for people has gone down to seven seconds so Vine seems to be the perfect “commercial” or advertisement. Also, new and upcoming marketers are from a generation in which videos and pictures are more effective than words on a screen. No one likes to read articles or newspapers anymore. Even Instagram videos seem to be too long, and they are only fifteen seconds.

Just like many other social media sites, Vine provides users with an explore page. This page is really important because you can search Vines using the account name or hashtags. The explore page also has different categories when thinking about what types of vines you want to watch (for example, comedy, music, gaming, animals, etc). This is good for businesses because they can make a specific Vine that will be easy for a consumer to find. Providing hash tags will also get more people to watch your video. The explore page also shows trending tags, meaning tags that are popular at the moment and show up first. Businesses can also tag their location, which will generate more views.

Vine is all about being creative and that is the meaning of marketing today. How can Vine come up with a way to market something that will be interesting to watch? Vine provides marketers with many tools to edit their videos and many ways to reach their target markets. Vine’s original features included a like and comment button, but they finally installed a ‘revine’ button. Just like retweeting, a Vine can be ‘revined’, which will increase views and awareness. Vine has added multiple new features since it first came out, and that has enhanced the app. Their new features are: their online site where you can watch videos if you cannot access them on a smartphone; the front facing camera so you do not have to turn your hand or have someone record you; new editing tools that provide more ways to get creative; the ability to upload videos from the camera roll; and many more improvements.

There are many advantages of trying to use Vine to market a product, but there are also things businesses need to worry about. Even though people’s attention spans have lowered, are marketers going to have enough time to present their product in six seconds? This is what every business worries about. Marketers might not be able to make their information simple enough for that short of a time. Vine may not be the right marketing tool for a professional business because anything can be put on Vine. Consumers may come across inappropriate content that could make them shy away from a product, or not want to use Vine at all. Vine has changed the age limit for this reason and they also allow user to be private.

The users of this app range from 18-30 years old and it is used by both men and women. There are many “famous” accounts on Vine and those people are called “Viners”. Businesses should take advantage of a viners skill and have them market their product on their profile. That way a company’s brand will get out into the world. This way, if a business has no experience using Vine, they can have someone make one for them, which can also be displayed on Twitter, Facebook, and Tumblr. Tapping into the 1% of a platform’s most popular users could mean getting your brand or product exposed to millions of individuals. Virgin Mobile USA teamed up with Brandon Calvillo, a famous viner, to promote “Virgin Mobile Freefest 2013”.

Marketers are starting to use Vine because they can show their products in action. This is helpful for consumers because they want as much information as they can get on a product before they buy it. This will increase the brand’s awareness because people can post themselves using the product on Vine with a hashtag. Vine is also used by marketers to promote themselves and engage with their customers. Businesses can come up with contests, give coupons, or other rewards for making a video about their products and using hashtags.

Many different businesses are using Vine to market their products. For example, Sephora uses Vine to show “How to” videos about makeup application. Dunkin Donuts uses Vine to show the creative possibilities Vine has to offer and how much can be accomplished in a short amount of time. Also, the way the Vine is presented is a reflection of the brand. The weather channel used Vine to show a ‘behind the scenes’ view of their office. They recognized that their customers may want to learn more about the inner workings of their business and its people. Lowe’s made a DIY, do it yourself, vine about using coffee filters to keep soil where it belongs. DIY vines are also a way businesses market their products and that is another category on the explore page. Creating content that makes that possible can be an effective way to engage and build your audience.

Vine has created a new way for customers and businesses to interact. Businesses are able to create an interesting video and share it on multiple social media sites. For example, they create a Vine, which takes seconds, and by touch of a button it can appear on Twitter. This video can be retweeted as well as ‘revined.’ Vine is becoming a great marketing technique because you are able to catch consumers attentions without them getting distracted or bored.

Vine has truly evolved into one of the leading social media apps despite its competition with Instagram. Vine is continuing to change more and more lives everyday, but if Vine wants to continue to be one of the leading social media apps they are going to have to continue to come up with new ideas.  Vine has always found ways to target more audiences and users. The six second video is great, but giving consumers more options such as photos, compared to only videos, will be a good thing for Vine. Vine is going to have to become less of an entertainment app and become used more to promote business. Many businesses have used Vine in the past, but many have overlooked its abilities.  At this point, Vine is here to stay. Vine has given its users a presence on the platform, and it will continue to give these opportunities to a lot of new talent to be discovered. What’s cool about Vine is that there is new talent emerging every moment. I’m excited to see the continued development of Vine and the impact it will have on society in the future.


17 thoughts on “Why Vine Videos Will be Most Successful For Businesses

  1. Aishwarya Gunti April 25, 2016 / 6:06 pm

    I definitely like the idea of six seconds video. I always wondered if YouTube ads could be condensed to less than 15 seconds. I think least is 15 seconds offered by Geico. This feature will definitely stimulate marketers to come up with shortest length videos to make their point crossed. I am anticipating the trend to popularize in all segments of digital media


  2. Julie Wusenich April 26, 2016 / 1:20 pm

    I only heard of Vine the other day in class and the in class group work we did on LL Bean’s usage of Vine, they were no longer using vine on a regular basis – it seemed to be a fad for them. However, from the article above it seems like other companies are using it regularly and having success.


  3. cbernard7778 April 26, 2016 / 3:56 pm

    For me, the Vine trend just never caught on. I felt as though the only way to share vine videos was to post them on a social media platform I was already using, such as twitter or Facebook. Twitter and Facebook are already great platforms for publishing videos and with snapchat people are using the app more frequently.


  4. Andie-Jane Phinney April 26, 2016 / 8:48 pm

    Vine was something I viewed for a short amount of time. I really only looked at Vine when I was bored, and I did not even have my own account. I would sign into my friends account just to watch some hopefully “funny” videos, while bored. I think Vine was popular and very successful at one point, but I see a decrease where not as many people use Vine on their computers, or even download the app. I think that Vine should be more used for funny and entertaining videos for viewers rather than advertising. I think marketers really should focus on the main social media sites for advertising and marketing to get their ads across. With Instagram having the option of 60 second videos now, I think this eventually will take over for video content, and soon enough Vine will faze out. I think marketers should stay away from Vine for marketing and focus on other social media sites.


  5. Justin Flory April 27, 2016 / 1:43 am

    I feel like Vine was just a fad, and that has long passed. I think marketers at this point should find other ways to market their products and services. Even when Vine was popular, I personally never downloaded the app. The only way I saw Vine’s was through Twitter and Facebook. To me, Vine wasn’t good enough to stand alone. It needed bigger, more popular platforms to supplement it. Now with Instagram and Snapchat, there really isn’t any need for Vine anymore.


  6. Ronald Zampanti April 27, 2016 / 2:33 am

    More features will have to be added to Vine in order for the app to become a platform in which many marketers can effectively produce content. I like the idea of being able to post pictures as well as videos on Vine. I think “How to” videos are a good form of marketing that companies use on this app.


  7. Colleen Flynn April 27, 2016 / 1:12 pm

    When Vine first came out, it seemed like it was this hot new social media idea and everyone was loving it. I think since then, it has died down quite a bit. I think by Twitter buying the company, it really saved them in the long run. I would think Vine gets most of it’s views through Twitter and not on its actual app. I agree that six seconds captures the customer for a quick time period and does not lose them, compared to a longer advertisement, but it becomes even more crucial to make all those six seconds count. I’m not sure if vine is the most effective marketing technique, but it certainly has made a name for itself and has proven to be a strong competitor.


  8. reganka April 27, 2016 / 7:31 pm

    I do not think that this platform is still used enough to make advertising on it worth it. Although, since Vine videos are short, I could see them being used effectively for short-spurt advertisements if created strategically. For instance on YouTube I always click the “Skip Ad” button as quickly as I can. With Vine the videos would only actually be that long so our short attention spans would still catch on to this.


  9. Stephanie Barbagallo April 27, 2016 / 7:45 pm

    Although the Vine app itself isn’t as popular as it was when it first came out, I do believe that vines are still relevant on other forms of social media, especially on Twitter. Scrolling through my timeline, I often see funny Vines that were tweeted or retweeted by someone. Vine is different from other forms of videos because they are so short and they play on a loop. They keep the audiences attention since it is just a quick video of something. Because marketers won’t have a lot of time to show their products on Vine, they have to make sure their content is important and relevant. Using Vine might not be the most successful marketing plan, but it is definitely a quick and easy way to get peoples attention. If you are looking to have a more in-depth advertisement, Vine is definitely not the way to go.


  10. Hechuan Lou April 27, 2016 / 9:43 pm

    I never heard of Vine before, but I heard Periscope before, and I think maybe they are the same type of App that people can share short time videos. I am actually not a big fan of this types of App because I think it would be no private that everyone can see your life. However, I agree they are the good plateform for companies to promote their brands or products.


  11. Marisa Harrington April 28, 2016 / 4:23 pm

    I think Vine is a great way for marketers to reach people in our generation. Our generation only has an attention span of 7 seconds, so vine is a good way to get a message across to us in just 6 seconds. The popularity of Vine has died down though, but I still think many companies can be successful with it. Since is was purchased by twitter, I don’t think it will ever completely disappear; I still see Vines everyday on Twitter.


  12. Joseph Sanfilippo May 2, 2016 / 9:20 pm

    I also think Vine was just a fad that many including myself never got into. The idea to make a six second video just never appealed to me, whether it be making or viewing. I do enjoy some Vine videos, but it is just something I would never make a profile for. I think if they made it possible for the Vine videos to be longer, then more people would get into it, as it would be like a YouTube for your phone. The loop feature I never really liked either, since short videos are funny to watch a couple times, but after that it is just repetitive. If I were a company, I would want to advertise on a app that was popular and on the rise, rather than an app that seems to be on the decline.


  13. adeangelo13 May 2, 2016 / 11:07 pm

    For me, Vine was just a fad that I never really got into or enjoy. I made a profile for a small period of time but I just did not find them funny or entertaining. With that said, I can definitely see how marketers and advertisers market to people who like loops or just want to see something for 6 seconds.


  14. cimminoc May 3, 2016 / 2:35 am

    I agree that with shortening attention spans and greater need for creativity, that vine can serve a purpose for marketing. With that being said I have never personally had a Vine and see the difficulty of exposure through Vine. Vine would not get the views it does without Twitter. It is easy to scroll through your Twitter feed and watch funny vines that may pop up. If advertisers make videos for Vine they must understand that the audience on Twotter will be the ones viewing it.


  15. brigettehoughton May 5, 2016 / 2:03 am

    I personally like the six second video idea just because it get the point across quicker, but for marketing for a company I think they need a little bit more time. Vine was something that was popular for some time and then when it brought in people promoting products that flooded the feed it just got a little annoying because it was the same thing over and over so I ended up deleting the app all together. I understand the whole attention span thing, but when you see the same thing vined and revined it became too much.


  16. Derek Lawton May 7, 2016 / 12:11 am

    I personally love using Vine. I think with the longer videos on Instagram Vine is slowly going to start declining. If Vine does not come up with more ways to keep their followers they are not going to be a top ten app anymore.


  17. Xinran Zuo May 13, 2016 / 5:36 pm

    Video creates the direct image, it provdes more detailed information than the simply pictures, however, how to attract customers’ eye and never bore them by the video is tricky. Vine provides longer minutes that other 15s social medias, it is good or bad, so how to use this time limit is important.


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