We’ve seen a lot of apps come and go recently, especially ones that claim to enhance the Twitter experience, but I believe that Vine might just be one newbie to break the pattern and stick around.
Owned by the microblogging site it so neatly integrates with, Vine is a six-second video app which loops content continuously. Vine was developed following the surge in popularity of gifs, thanks to the likes of Buzzfeed and Tumblr. Users looking to capture and create a ‘moment’ now have the perfect accessory. Simple to operate, users start the recording by touching a finger on the screen, they can they compile different frames by lifting their finger to pause recording, then recommencing by touching the screen again. Its uncomplicated format means even the most technically-illiterate user will have no trouble operating Vine.
Not surprisingly tech-savvy celebs embraced Vine almost immediately while it took one job-hunter less than four hours after the app was released to create a Vine CV. But what’s been most interesting from a PR perspective is the way that brands have embraced Vine. Whether it’s McDonalds whose first loop showed a noughts and crosses battle between Fish McNuggets and fries or Nordstrom who created this incredibly cool loop showing a Puma trainer being passed between frames.
More so now than ever the challenge for brands is to embrace the evolving web 2.0 technology, integrate it in to their marketing plan and use it in an innovative way to deliver the brand message. Vine is a fantastic way for brands to demonstrate their message through creativity and without a doubt those that embrace it at this stage with show themselves to be ahead of the curve. Community managers need to be looking for ways to incorporate Vine in to their strategies, because this is one app that isn’t going anywhere.
Monitor how brands choose to utilise Vine via the ‘Brands on Vine’ website.