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What is Vine?

Vine is a video-sharing app, downloaded onto mobile devices.  Each video is under six seconds, and plays in a continuous loop.  The popular social media site Twitter acquired Vine when it launched, which makes it easy to post Vine videos onto Twitter feeds.  Most users link their Twitter and Vine accounts directly, which combines profile information and “followers” between both accounts. Even though Vine is much newer than large social media sites, it became the most used video sharing application within a couple of months after its release.

How does Vine work?

Every Vine user creates content using the in-app camera.  Since the camera works only when the user’s finger is on the touch screen, stop-motion is a common video format on the app.  After recording, you’re free to edit your clips with Vine’s basic video-edit feature.  When you post the video, you have the options of sending it to specific people and uploading it to Twitter, Facebook, and Tumblr.  Instead of using specified tags, Vine allows users to choose video genres and type 140 characters.  Your video will become a search result when users search for your keywords within that genre.  You can also “follow” users who have interesting content.  Each “follow” becomes a subscription to the user’s activity, which shows up as videos on a chronological feed.

Who uses Vine?

According to Compete, a web-traffic comparison tool, there were nearly 20 million unique visitors to Vine in June, 2015.  However, Vine viewers do not need to own nor access the app to view videos shared via other social networks.  According to Gigaom.com, Vine videos receive a total of 45 billion views per month, and over 8000 Vine videos are shared every minute.  Most of Vine’s audience consists of Millennials.  Over 30% of teens ages 14 to seventeen and 15% of adults ages 18 to 34 in the United States used Vine at least once per week in 2014, according to eMarketer.  Many companies focused on this younger demographic are successful promoting via Vine videos.

How can my business use Vine?

Vine users appreciate comedy, music, and creatively edited videos.  Dunkin Donuts, for example, created a Vine using its signature coffee cups as players in a football game against bland coffee cups.  It ends with Dunkin Donuts scoring a touchdown.  The company used the Vine as a Superbowl advertisement, utilizing the creativity Vine allows its users.  Here are some ways your business can also promote your product on Vine:

Create content – If your video is entertaining, users will share your video beyond the Vine app.  Think of stop-motion and Vine’s editing features as you come up with ideas.  The most popular videos are comedic, with unexpected or slapstick plots. 

Engage users – Post videos on other social networks, like Facebook and Twitter.  Encourage users to share your video with others.  Other than posting videos, businesses also create video contests once they have an established following.  GE, for example, asked “How much science can you fit into 6 seconds?”  They encouraged followers to submit Vines, and one winner added chemicals in a bucket.  At first, the chemicals created a thick steam.  After a few seconds, a massive bubble grew from the bucket.  GE explained that science can be fun to teen Viners everywhere.

See limits as opportunities – Six-second videos limit content creators in many ways, but it allows viewers to watch more content in less time.  Whenever someone creates a Vine, they focus on instant impressions.  If viewers gain a good impression of your business, they will watch your Vine more than once and share it with others.

Getting started with Vine

If you want a step-by-step guide to starting a Vine account, check out our article here.


For more information about how your business may be able to benefit from Vine, contact the strategic marketing experts at AVS Group. Whether you just need some consulting—or want us to develop your complete social media marketing campaign, we can help.

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