Heard it on the grape-vine: How brands can use the video sharing platform taking over the internet

Twitter has launched a new video sharing app called Vine. At Cake Communications we like experimenting with new social media tools as soon as we can, so we can help guide our clients through the array of new platforms springing up all of the time. So here’s our cursory effort at our own Vine (disclaimer: made in two minutes!).

But what is it, and how can brands make an impact on Vine?

Here’s my at-a-glance guide to the media sharing phenomenon taking the internet by storm.

What is Vine?
Launched on the 24th of January by Twitter, Vine is a new way to share video. The iPhone app can be used to create short video clips of six seconds or less and these video clips then play in a continuous loop. Some contain sound some don’t.

Will it take off?
As with all new social media start-ups, it’s difficult to predict. Having Twitter as a parent company won’t do its prospects any harm. It’s already being dubbed the ‘Instagram of video’, and hundreds of thousands of videos have already been uploaded. Its popularity reached a new high during New York Fashion Week recently as fashion writers logged in to Vine to capture and share six-second scenes from the shows.

Many designers are expected to use Vine to give people a sneaky peek backstage during the forthcoming London Fashion Week.

How can brands use Vine?
As with all new tools that generate a buzz, brands will be rushing to experiment with Vine to get their message across. The question facing brands is how to make the most of a very short six second clip to communicate with their audience. When creating content for Vine, it is best to treat it as a preview opportunity, a way of very briefly showcasing something the audience will want to know more about. Here are our top tips.

Keep it interesting
Six seconds may not seem like a long time but to an average internet user it can be spent doing other more interesting things, so make sure your video really captures your audience from the word go. They will be more likely to want to find out more.

Be Creative
People don’t want to look at six seconds of somebody holding up a sign, so think creatively. The app inspires creativity with its clever stop start interface, as is evidenced here in a GE-produced clip.

Give them something extra
Use Vine to give your consumers a behind-the-scenes look at your production process, your office or your team. Involve them in your brand through Vine and show them your personality.

Use calls to actionVine can be used to mobilise your brand’s followers, ask them to submit their own vine videos, to join a campaign or to visit your website. Six seconds is long enough to ask people to join in! We particularly liked this competition-based campaign by London hotel Cavendish.

Make it fun
Use your six seconds to do something fun; Malibu rum launched the brand on Vine with a great first video of what happens when good things come together.

With this advice in mind, why not have a go at your first Vine? It only lasts six seconds but the results can leave a much longer impression.

Sara Robinson

Sara Robinson

Sara Robinson is a communications consultant, entrepreneur, writer and local politician. She campaigns on ADHD and neurodiversity issues.
Sara Robinson


Sara Robinson is a communications consultant, entrepreneur, writer and local politician. She campaigns on ADHD and neurodiversity issues.