This morning as I was surfing the web I found myself facing the inevitable; I needed to watch an advertisement in order to move onto the next page. It took me approximately .2 seconds to realize I was not able to skip this ad, and an additional .5 seconds for my finger to strike the mute button and pull up a new web browsing window. I checked up on my twitter account and emails as my advertisement quietly came to an end. If anybody would have thought that I was going to sit and suffer through a 30 second advertisement on the internet then they are delusional. However, if this ad had given me the option to skip it after only 5 seconds, I would have sat quietly and gave it a 5 second chance. While 5 seconds may not seem like a lot of time to convey a message, it sure is better then the .7 second chance I was willing to give the 30 second ad.
This is where Vine comes in. For brands that want to do more than just put words on a screen, Vine’s 6 second looping videos are the perfect alternative. These videos give brands the opportunity to advertise in a creative way, while staying within the short attention span of America, or at least myself. Not to mention, the new revine tool allows people to share vines with friends, which enables greater exposure for brands.
Here are some vine statistics:
A great example of Honda utilizing the magic of Vine is below:
This post by Honda was the beginning of Honda’s #WantNewCar Vine campaign which led to 1,020 new followers, as well as 2,292 mentions (compared to its average of only 242 new followers).
Another company that is using vine to promote their brand in an interesting way is Dunkin’ Donuts. What Dunkin’ is doing is taking a 5 second video billboard space that is shown during Monday Night Football games and putting a Vine on it. This most recent Monday night game showed a latte flipping a coin to signify the start of the football game. However, they are not just making a creative 5 second video, but they are controlling who is viewing that video. With so much data being available on Vine’s parent company, Twitter, it is easy to see who is watching what. Therefore, when Dunkin’ Donuts releases these vines on social media, they will be making sure that the people that are watching the football game will be getting this football themed vine. It is as if they are airing a short commercial that will be seen by only the people they want to see it.
Scott Hudler, VP of global consumer engagement of Dunkin’ Brands says, “We think a billboard using Vine is dramatically more engaging than a standard billboard with a corporate logo on it. Everyone is multitasking while watching TV with their phone, tablet or laptop. A lot of times, the content on their mobile device is not related to their TV shows. We want to make sure we’re supporting our TV investment with social media that’s [relevant]. It’s our job to make sure that it’s tied together to drive consumer engagement.” Read article here
It is no wonder why more and more brands are using this tool to advertise their products. It obviously gets the exposure companies are looking for and gives brands a creative way to stay relevant and tailor posts to certain people. It helps give the brand a personality that customers have never been able to see before. Some other companies that are also jumping into the world of Vine are General Electric, Dove, and Urban Outfitters to name a few.
Click here to see these brands and more on Vine.
If a tweet is worth 140 characters, and a picture is worth 1,000 words, then what is a Vine worth? It depends on how well you use it, but certainly enough for companies to give it a shot.
P.S. It can make you laugh too! (couldn’t help myself.)
P.P.S If you have some time to kill and really want to laugh then check out this vine compilation.