Home > Articles > Home & Office Computing > The Web/Virtual Worlds/Social Networking

Marketing with Vine

  • Print
  • + Share This
Vine is the mobile social network that lets people share short (six-second) videos from their smartphones. Major businesses such as Bacardi, Doritos, General Electric, Lowes, and Target are already marketing on Vine. In this article, author Michael Miller shows businesses why Vine is important, and how they can use Vine’s six-second videos to attract and connect with customers.
Like this article? We recommend

Vine is a mobile app that lets users shoot short videos and share them with friends and followers. It’s also a burgeoning social network, similar to Instagram, that encourages “re-vines” and sharing to both Twitter and Facebook.

As a social network, Vine is of particular interest to forward-thinking marketers. In fact, many businesses are already using Vine to promote their products and brands.

Understanding Vine

Vine is an interesting beast, part mobile app and part social network. And the videos that users create run the gamut from pedestrian mini-home movies to short but brilliant works of art.

The app first. The Vine app is available for both iOS and Android devices. (But not Windows Phone or Blackberry.) You can view and shoot Vine videos from any Apple or Android smartphone or tablet, although smartphone use is the most prevalent. You cannot shoot or view Vine videos from your PC, at least not from Vine’s minimalist website. There are some third-party sites for viewing Vine videos, but if you want to create a video, you have to use the Vine app on a mobile device.

People use the Vine app on their smartphones or tablets to shoot short videos, called vines. And by short, I mean really short – six seconds maximum. That’s not very long at all, which actually works in Vine’s favor. The shortness lends an immediacy to most videos, much the way Twitter’s 140-character limit makes tweeting a more direct means of communication. The minimal length also means that the video files themselves are relatively small, which makes for quick uploading and almost immediate viewing, even on slower 3G connections.

That doesn’t mean that the typical vine is a straight six seconds of shooting. Vine enables users to incorporate multiple shots in their vines; users press the screen to start shooting and release the screen to stop, over and over until the six-second limit is reached. This means you can create sophisticated videos with multiple camera angles – and even stop-motion videos, just like some of the cartoons you watched when you were a kid.

What you can’t do is edit a Vine video. Once you start shooting, you either have to continue until the time limit is up or scrap your work and then restart. You can’t edit together multiple takes or incorporate fancy transitions or special effects. Any special effect you incorporate has to be created in-camera; that’s part of the immediacy thing.

Once you shoot a video, you add a short text description (this is what powers Vine’s search results) and upload it to the Vine network. Like Twitter, you can accumulate Vine followers who see your videos in their home feeds. Anyone watching you video can then “re-Vine” it, essentially sharing it with their followers. In this fashion, Vine videos can go viral. You also have the option of posting your Vine videos to your Twitter and/or Facebook feeds.

Why Vine Matters for Marketers

All this sounds interesting, but not necessarily important to marketers. Until, that is, you remember how important Instagram can be. Like Vine, Instagram, on the surface, appears to be a simple app (in Instagram’s case, for shooting still pictures). But because of the sharing component, Instagram has become a viable social network for mobile users, and thus of vital interest to progressive marketers. Vine, with its own sharing component for its videos, is also a budding social marketing medium.

(By the way, Instagram has responded to Vine by adding video capability to its still photo functionality. Instagram’s videos can be up to 15 seconds in length, however, which creates a much different opportunity from what you get with Vine’s six-second videos.)

Some numbers. Vine, the company, was founded in June, 2012, and launched publicly on January 24, 2013. Just three months after its release, the Vine app became the number-one free app in Apple’s United States App Store, used on eight percent of all iOS devices – more than double any other video app. In its first six months on the market, Vine’s user base grew to more than 13 million users, and the user base reached 40 million by August of 2013.

Like Instagram, you can assume that the typical Vine user is relatively young and exceedingly mobile – a very desirable demographic. These young people are using Vine because it’s fun and it’s cool, in a way that Facebook no longer is.

Vine was so compelling from the outset that it got itself acquired before its official launch. Twitter paid $30 million for Vine in October, 2012, which explains the close coordination between the two networks. (Instagram is owned by Facebook, in case you were wondering.)

How to Market with Vine

Given the attractive demographics and potential viral nature of Vine videos, it comes as no surprise that many companies are embracing Vine as a way to promote their products and connect to their customers. It’s all a matter of how you use the six seconds available to you.

For example, Lowe’s has created a series of how-to vines for its DIY customers, showing how to do basic tasks in a step-by-step fashion. General Electric uses stop-motion animation to present its various products and services, as do Samsung, Target, and the Gap. You can also find creative use of the six-second format from Puma, Dunkin Donuts, Oreo Cookies, and other brands.

The key is to embrace the six-second format, and the ability to incorporate multiple shots. Here are suggestions on how you can use Vine to promote your brands and products:

  • Present customer testimonials. Six seconds isn’t very long, but it’s long enough to capture some happy words from a satisfied customer.
  • Give a product tour. Shoot your product from a few different angles, like a mini promotional video. Don’t bother describing the product as you shoot, however; let the visuals tell the story.
  • Show your product in action. You only have six seconds, but that’s long enough to capture a few shots of your product in use, doing something of interest to potential customers.
  • Show before and after. Another good use of Vine’s multiple-shot potential is to show before and after shots of what your product or company can do. For example, if you run a landscape company, show an ugly-looking yard and then the much more attractive yard after you’ve applied your landscaping expertise.
  • Create a how-to video. You can’t get too complicated, but you can show how to perform basic tasks (using your product, of course) in three or four very short steps.
  • Tell a story. Vine enables you to tell short stories through three or four different shots. Maybe it’s a story about a happy customer, or about how your product saved the day. They have to be short shots, but effective.
  • Provide a behind-the-scenes look. Take your smartphone onto the factory floor or into your offices to give customers a (very short) look at how you do what you do.
  • Get creative. Some of the best advertising is just plain entertaining, and Vine lets you be as entertaining and creative as you want. Some of the most entertaining videos on Vine incorporate stop-motion animation, using inanimate objects to convey a simple message or just bring a smile to viewers’ faces. Tap-tap-tap that screen to express your creativity – and entertain potential customers.

However you approach Vine, realize that it can be an increasingly important part of your social marketing mix. Vine is so cool it’s hot, and the more creative you can be in your six-second videos, the more followers and potential customers you’ll attract.

  • + Share This
  • 🔖 Save To Your Account

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

Overview


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information


To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information


Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children


This site is not directed to children under the age of 13.

Marketing


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020