Vine – creating an impact in 6 secondsDigital Manager
For those who don’t know, Vine is a mobile app, which is owned by Twitter and created for iOs earlier this year. It allows its users to create and share looping video clips and has been used to document everything imaginable in everyday life (the first marriage proposal was made through the app last week) but is also increasingly holding a place in the lives of creative industry professionals.
Content-wise, the sky’s the limit…for 6 seconds. The app records whenever the user places his or her finger on the screen, which allows for some effective jump cuts, or even stop motion (if you have the patience). Vine’s built-in loop means that the film has a rhythmic quality, however if the film is timed poorly it loses its impact dramatically. Perfectionists may tear their hair out when trying to shoot a quick ‘spur-of-the-moment’ movie – a lack of editing capability during filming means that if you’re not happy with the end product the only option is to start all over again. But I’m probably being a little melodramatic. After all, ‘starting all over again’ will only mean re-shooting 5.99 seconds at the most.
Its wider-encompassing rival, Cinemagram (a Ronseal-esque equivalent), allows users to edit photos by means of brightness, saturation, contrast and every other type of filter you can think of (within reason). However Cinemagram is limited to a 4 second loop – if you thought making a meaningful statement in 6 seconds on Vine was tough, think again.
These apps provide a fresh way of getting a message across and are proving to be extremely popular, so much so that Twitter is now bringing Vine to Android (presumably as a native app, but that is a debate for another time!).
It has it’s downsides; such as bugs that occassionally wipe a film half way through its creation, particularly if Wi-Fi cuts in and out. As with most pieces of new technology, we’ll have to wait and see if it turns out to be just a fad. But it has some undeniable plus points from a marketing point of view. AMV BBDO has proven that you can create a legitimate marketing campaign through Vine, you just need to make sure that subject matter is absolutely on point.
Take into consideration the startling stat that by the end of 2013 there will be more internet-connected mobile devices than people on the planet. Add to this the Ericsson report that has estimated that streaming videos via mobile phones is expected to increase by 60% per annum to the end of 2018. The appetite to watch this material is certainly there. Now it just needs some attention grabbing content and clever marketing to harness it. Over to you Viners…
Edward Lowcock, Senior Account Executive