Tag: vine

gravityday_ge_stories

How GE Used Stories in Social Media

Social media starts with stories, and stories are a critical part of the customer experience. It doesn’t matter if you’re talking to mavens, socialites, or homebodies — you are still telling a story. Your story will tap into communities, some stronger than others, and those communities will spread your story if you tell it in the correct context. Successful social media brands and people are not pushing a message, they’re sharing a story.

Take for instance, General Electric’s presence on Vine. GE’s customers aren’t on Vine, but that doesn’t stop them from creating viral stories that support their brand. On Sept. 9, the company started a meme around #gravityday. The premise was that an apple would drop from above, the user would interact with it, then drop the apple below off screen. When these Vines were displayed in succession, the apple was seemingly falling through a series of Vines, each one telling its own story with the apple, but as a part of the greater #gravityday story. Continue reading “How GE Used Stories in Social Media” »

Vine_Business

A few tips to get your business started on Vine

There are a multitude of social networks that are beneficial for marketing your business, and all of these sites have introduced new features that can help you further your advertising efforts. Twitter has been on a bit of a spree recently between the forthcoming Lead Generation Cards and Vine. The former is beneficial for convincing users to join your mailing list, but the latter is the service that you need to start using if you want your account to stand out.

Twitter explains that Vine is a mobile service that records videos that can be shared and looped on your page. When the social network says that the clips are short, it’s not exaggerating in the least bit as Vine only records for six seconds. That might sound completely useless from a marketing perspective, but that amount of time is actually more than enough to create messages. What’s more, the limited recording time actually forces you to be creative instead of just filming commercials for your business.

Vine’s popularity is currently exploding, so now’s the perfect time to start using the service. Topsy Analytics recently reported that the feature has surpassed Instagram in terms of shared links on Twitter. Users enjoy sharing and watching videos on the social network, and small business owners can easily capitalize on this fact by making Vine part of their marketing campaigns.

Here are a few tips to get you started on Vine.

Use stop-motion animation

Stop-motion animation is something of an antiquated style. The shooting style is where objects would be positioned, have their pictures taken, moved around and then photographed again. Eventually, all the images would be spliced together to make it appear that the camera’s subjects were moving naturally. The film style has made a comeback recently as it was used in the films “Coraline,” “The Corpse Bride” and “ParaNorman.”

The Search Engine Journal explains that Vine has a feature for stop-motion animation. The site points out that most smartphones can take pictures at 30 frames per second, meaning that small business owners can easily create short clips without bringing in expensive equipment.

The animation style will give your videos a unique look that other companies might not be able to match. Ultimately, stop-motion allows you to truly vary your videos so that they all have high entertainment value and don’t feel like basic advertisements. This may be the best way to actively engage Twitter followers with your marketing content.

Teach viewers

According to the Content Marketing Institute, you can also use Vine to educate consumers. For instance, a short video can be paired with a lengthy article so customers will be able to see how a product functions. Alternatively, you could use a clip to demonstrate how a service works from beginning to end. Remember that you only have six seconds to include the entire lesson, so you can’t really go into the finer details.

Vine can be a great marketing tool when used properly. Have you started using the video service?

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Instagram vs Twitter

Instagram releases video, for better or worse?

Instagram released the ability to share videos on June 20th in the wake of Vine. There’s a lot of mixed feelings with this launch, but let’s first break down the features before we get out of focus.

Vine, owned by Twitter, launched early 2013 as a specialized app that gives users the ability to record and share 6 second micro-videos.

Instagram, owned by Facebook, originally a photo sharing app, released the ability to share 15 second (not so micro in comparison) videos.

Instagram Video UI

The interface looks very similar. With Vine you must press the screen to record, and Instagram has one big button for recording. Press to record and release to pause recording. Vine has a solid completion bar at top, while Instagram has a bar below the recorded image. Instagram’s completion bar is not solid, and instead shows the length of the individual clips you record. These very distinct UI differences become more prominent when discussing functionality.

Once you complete 2.5-3 seconds of a Vine video, you can continue to post your video without recording the full 6 seconds. Instagram also has a minimum length of about 4 seconds. After you record your Vine, you must click “next” which then takes you to preview that Vine. You either have the option to post it, or go back and start over with recording. Instagram’s functionality on the other hand allows you to review the video you’ve recorded, but then go back to continue recording – assuming you haven’t used the full 15 seconds. From there you also have the option of deleting the most recent scene in your Instagram video. You can delete all the way back to the beginning of you like. However, you cannot delete intermediate scene, just the last available scene. You can preview your Instagram video, and return as many times as you’d like to get the scene just the way you want! last available scene. Vine allows no editing of your videos. Instagram also offers 14 filters your videos in the final publishing phase.

Instagram Delete Scene and Filters

Both networks use hashtags to tie in content themes and discoverable content. Having posted a few videos already, the hashtags “video” and “instavid” seem to be explored quite a bit by other users. Vine’s sound is turned off as a default, but all videos autoplay. Instagram has a setting to turn off autoplay, but unless your phone is muted, sound will be on! Most interestingly, Instagram’s videos stop after they play, whereas Vines continue to loop. The loop feature is an attribute that creates a very unique type of video, as users keep in mind what the bookends of their videos look like and may fit together. It will be interesting to see how Instagram’s abandonment of looping will affect the video content.

A major concern in my mind is that Instagram’s huge popularity was based on its simplicity. It did one thing and one things only, pictures. As a specialized app the network grew rapidly and the user experience was seamless. When Vine launched as a specialized app for video it followed a similar path and it also grew rapidly. It is simple and straight forward. Recently Vine links on Twitter surpassed Instagram links and continue to rise, which implies that Vine is a more active network – as it should be, we as humans have a natural tendency to explore new apps heavily in the first couple months. Despite video being a fairly complex piece of content to create as it requires forethought and arguably more creativity and time, Vine has still thrived – with a little help from Twitter blocking Instagram picture previews on the network.

Vine Surpassed Instagram

Instagram, whether it was planning for video before Vine or not, now has to deal with the level of complexity that video production brings with it. Users who are not be on Instagram may be attracted to it now that it has video and pictures in one place, but current users may be discourage as their simple app has its first bell and whistle. Secondly, 15 seconds is actually a very long time! Although you don’t need to record the full available time, there is a certain feeling of underachievement when you don’t use all of the allotted time.

What do you think of Instagram videos? Is 15 seconds too long?  Do you fear it will detract from the Instagram experience? Like your looping videos better?