Viral Video Marketing Tips for Startups Using Vine
Six-second videos about your brand could reach 13M customers
Do you need content that can engage your fans and spread on social media? Videos are a great way to increase customer interactions and make people talk about your brand. One application that lets people capture and share short videos has been creating huge ripples in the world of social media.
It already has 13 million users and recently launched its Android app as well. It climbed the charts as the top social app and the No. 4 free app on Google Play surpassing Instagram. Even on Twitter, it beat Instagram in number of shares by users.
We’re talking about Vine, of course.
Vine is an application that lets users create six-second videos and allows them to easily share them on Twitter (and recently, Facebook as well). Researchers at Unruly Media found that short video clips distributed through Twitter’s Vine get shared about four times more often than standard online videos. They also found that about 4% of viral Vine content was brand-generated.
So what’s so exciting about Vine?
Its six-second formula. The attention span of customers is decreasing every year. In 2013, the estimated attention span of an online visitor is eight seconds. When your customers are driven to yawns so fast, you need to get the message out there quickly and personally. Vine ensures that your message is brief and these tips will help you make them captivating:
1. The Vine viewer is young, so keep the message hip:
The millions of Vine users are mostly young, falling within the demographics of 15-24 year olds. Your videos should include elements that they can relate to from their daily lives. When marketing your brand, pick values that you think are closest to young fans – values like friendship, power, humour, courage, adventure etc.
2. Remember the video will loop:
Vine plays videos in an endless loop unless the user scrolls away or switches screens. Create a video that has the same first and last frame so it can loop seamlessly. For example, when launching their Android app, Vine makers created this promotional trailer:
3. Add human touches to the execution:
Like any viral video app, Vine is also used by regular tweeples to create non-professional content. Even if you’re a high-tech brand, add human touches to your Vine videos so they don’t look robotic. Don’t worry about making expert videos. Focus on the message you’re conveying and keep executions simple. For example, you can use scenes from your routine surroundings, record manual stop motion animations or show how your fans use your products in unusual ways.
4. Stay creative with your ideas:
True, you’re not submitting a video for the Oscars, but it is for real people in the real world who are bombarded by ads every minute. Listen to your heart more than your brain. Think of how you can capture emotions creatively. Just because you’re using your surroundings doesn’t mean they can be boring. Here are some techniques to get you started:
○ Slices of life
○ Celebrity endorsements
With advancements in mobile media, users are creating, sharing and rating content from around the world. Vine is recent proof of the popularity of iPhone and Android apps. It is now up to the brands to think of creative ways to join the conversations.
Nabiha Zeeshan is a social media addict currently loving her job at Cygnismedia.com/iPhone. She spends her leisure time researching on social media trends and consumer psychology. Follow her @NabihaZeeshan