A new blogging sensation is causing waves amongst social media connoisseurs everywhere. It goes by the name of Vine and it allows users to upload video content at six second intervals. Piggybacking on the explosion of social media, the Twitter-owned application has been marketed as the cool new way of sparking creativity, and so far it is living up to its shtick.
The idea is basic, but allows for new breadth in creative possibilities. As social media players, it’s hard to appreciate the value of this new channel in the context of an already saturated market. But within just a few days, it is easy to see just how much potential Vine actually has; and not only because it feeds an inability to walk away from short term entertainment (A love of GIFs is slowly chipping away at my attention span as well as my monthly data allowance). It is becoming apparent that this new way of sharing creativity will be essential for brands looking to step out of the box to reach their target markets.
The most captivating feature of this application is that it taps into the interests of both consumers and brands. At the moment, it’s a shiny new tool – the fascination and endless possibilities in creation have yet to be tapped into across both mediums. Because of this, there has been no precedence set on who exactly it is targeting. The single attraction at the moment is who can create and post the most engaging, innovative content. If it happens to be your neighbour or GE, both will gain notoriety and interest on the same level.
I think this is testament to the possibilities that arise through the emergence of new artistic channels. Somehow, somewhere, the line between consumer and brand marketing gets blurred and the primary fascination is what you can actually DO with it. A good example of this is early brand entertainment with the advent of television. There was a radical shift from intrusive advertisements to engaging content that consumers actively sought out.
Brands such as GE and Trident have already started using Vine in a simplistic, contemporary way. They’ve utilised the time crunch by keeping messages short, a bit witty and to the point.
See GE Vine video here
See Trident Vine video here
Long gone are the days where creative agencies spend abhorrent budgets on 30 second commercials. Brands can now benefit from the style of online content users tend to prefer: Short and memorable. Not a bad brief to meet; budget aside it lends itself endless possibilities for short term or long term marketing campaigns.