January 24th may not be a day circled on many people’s calendars nor is it a day which really sticks in the memory; unless you’re an avid fan of social media – as January 24th 2013 saw the launch of the video app Vine, on an unsuspecting global audience.

In its first year, the app which allows users to post six-second videos on a loop has gone from strength to strength; not only allowing users to share spontaneous moments, meaningful events and brief snippets of their lives; but it has also made waves for businesses and professionals looking to use video marketing within their social media strategy.

Whilst Vine may only allow six-seconds of video to be shared on a continuous loop, within its first year it has proved to be a powerful app (and tool) which almost came from nowhere.

Below are a few snippets of information, which provide a brief look at Vine’s first year; and the impact it has had on social media:

  • Since launching the app has prompted the already popular photo-sharing app (owned by Facebook), Instagram, to add a video function – and in true Facebook vs. Twitter style, Facebook’s Instagram tried to get one over on Twitter’s Vine, by offering longer videos, albeit 15 seconds.
  • The launch of Vine also brought about many copycat apps; many of which have apparently disappeared into the abyss as users opt for Vine or Instagram.
  • Vine within its first year has amassed an estimated 40 million users worldwide, including big brands and companies such as Walls, Homebase, Burberry and Dunkin’ Donuts; with the latter using a Vine video as part of their advertising during the Super-Bowl.

Perhaps most telling however, is that within interviews leading up to the first year anniversary of Vine, is that one of the app’s co-founders rightly claimed that the “adoption of video is still in its infancy” – and as such, it is something that you should be considering within your social media strategy.

The introduction of Vine, and subsequently Instagram video has seen the birth of a new way of videos marketing – compared to YouTube; prompting businesses to be more creative with their video marketing.

The shorter time-limit however should not be seen as a drawback, instead it can be considered as the main plus side to the new way of video marketing.

Shorter videos encourage businesses to promote their products and services in a clear and concise manner, as they are not given the time to dwell on the smaller stuff; whilst for those times when more detail is required, Vine videos can be used to act as a trailer before pointing users to a longer video, or blog post hosted elsewhere.

However you use video marketing within your social media strategy, one thing is for sure – video marketing is going to go from strength to strength; and there is no better time than now to take advantage of the exciting opportunities on offer.

If you want to find out about video marketing, other useful social media platforms, or you want to keep up to date with the latest social media developments, follow JE Consulting on Twitter and join our LinkedIn group.

Categories: Blog