The value of Twitter is in getting right to the point. With only 140 characters at your disposal, you have to be concise and get right into your message. There’s no time to wait around. Vine works much the same way. It goes hand in hand with Twitter – you can use your tweets to link directly to six-second videos that share more information about your business. Six seconds might not seem like much, but hey – probably neither did 140 characters, the first time you heard about Twitter.
You can explore Vine further. Adapt to the time constraints, learn to make compelling videos in a short window of time, and you just might be surprised at what it can do for your business.
According to the Miami Herald, there are a lot of ways Vine can make a difference. Tasha Cunningham, a principal at Florida-based communications firm Cunningham Group, believes that everyone can get something out of the site, from tiny “mom and pop” establishments to large multinational corporations. “With Vine, dubbed the Instagram of video by its 13 million users, you can upload and share six-second video clips,” Cunningham explained. “You might be wondering what you can convey to your customers in just six seconds.
If you take a cue from major national brands like Lowe’s, Ben and Jerry’s and General Electric, you can engage, educate and entertain your customers in creative ways certain to grab their attention.” Six seconds might not be much, but it’s enough to accomplish a lot. Here are six ideas for what you can do for your business with Vine.
Demonstrate your product
Six seconds just might be enough time to show off your product and explain to people how it works. Do you sell a piece of electronics that requires a quick tutorial, or some other item that might not be intuitive? You can use a brief video to show people a glimpse of your product in action. This will help people understand your brand better. If they find it more accessible, they might be willing to open up their wallets and buy. Cunningham pointed out that Lowe’s makes videos for this purpose, demonstrating how people can use their hardware products. Maybe you can do the same for your business.
Take people behind the scenes
Is there a shroud of secrecy surrounding your business? Do people wonder what it’s like behind the counter, or in the back room, or at your central offices? Maybe you could spend a few seconds giving people the quick tour. A brief video might just be enough to show viewers what a day in the life of your company is like. Social Media Examiner pointed out that HubSpot does this in a Vine video. Six seconds is enough to show the world that employees are excited to work there. The Vine content doubles as a promotional piece and an HR recruiting tool.
Do you have some special deals and discounts coming around the bend that you want to let people know about? If so, you can use a Vine video to get the word out. Tell people the basics within six seconds – what the promotion is, when and where to find it and how people can get involved. One example of a company that’s done this successfully is Ben and Jerry’s. When the ice cream vendor holds its “Free Cone Day” event, it uses a Vine video to spread the word. As a result, the scoop shop has lines out the door with people excited for their free ice cream.
Share your company’s history
Sometimes, people want to know more about the history of your enterprise. Vine videos might make a great way to give a quick lesson on the background of your company – who founded it, how and why. If six seconds isn’t adequate for telling the whole story, you can encourage people to follow along on your website or Facebook account to find more information. Maybe you could post this historical information on a particular date to make it especially memorable. You could choose the anniversary of your company, or alternatively you could choose a holiday that’s related to your brand – for example, a greeting card company could post a historical video on Valentine’s Day, or a Mexican restaurant on Cinco de Mayo.
Highlight brand advocates
Want to generate a little extra exposure for one of your biggest fans? Find a person out there who’s eager to endorse your product, and encourage them to produce a Vine video that explains why. This should be a great way to engage with customers, and it also gives the advocate a voice they never had before, which should foster loyalty. Better yet, if you can find a celebrity or a local community figure for a little added cache, that would be perfect. But really, any testimonial will do.
Include a call to action
Last but not least, you want to make sure your Vine videos encourage people to spring to action. Whether it’s buying a product or merely engaging in a dialogue, the call to action is a vital part of the process. Social Media Examiner cited the example of the publishing house Simon and Schuster, which used a Vine update on one weekend to showcase its books and ask followers what they planned to read over the next couple of days. This simple video did a lot to spark conversation. What about you? How can you use Vine to drive up interaction with your web presence?
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