Vine for marketing: What to do and What not to do

Have you heard of Vine? Newly released on January 24, this little app lets you create and then share short videos that “loop,” on either your iPod Touch or iPhone – and an Android app is on the way. All you have to do with Vine is “point and shoot,” and presto! You’ve got a little clip of action and sound, a short video, up to six seconds long. That is something that can be a powerhouse marketing tool. What are the do’s and don’ts of using Vine for marketing?

First, the don’ts:

Don’t forget to define the video

This is “micro” marketing at its finest — and potentially most difficult. You’ve got six seconds to say what you want to say, and you have to say it succinctly. In short, why are you making this video? Who are you making it for? What should your audience know or understand once they see it? Before you start shooting your video, ask, “Who, what, why, where, when and how,” answer those questions, and zoom in on what you really want to do.

Don’t try to cram a “big” concept into the little space that is Vine

This isn’t the time to try to cram a 60-second (or even 30-second) commercial into six. That’s not what it’s for. Use YouTube or another platform for those types of videos. This really is a six second video, and that’s all you’ve got to work with. Keep it simple, keep it short, and keep it tight.

Don’t create clips for private groups

Here’s the thing: Vine is a public app. That means that anybody who wants to watch the videos can, and they can share them with anyone they want to on various social media platforms, too. Make sure when you use Vine for marketing that your content is appropriate for all – even if not everyone may be interested in it.

Don’t “dabble” with it just because you think you should

Vine for marketing can be a really incredible new way to engage your audience – but don’t use it just because you think you need to look “cool” or cutting-edge, even if it doesn’t make sense for you. Before you decide to use it, think about it. Is this right for you? If it’s really going to create an entirely new marketing venue for you, great. If not, you’ll just look foolish if you try to use Vine just because you think you “should.”

Now, the do’s:

Sneak peeks rock

Vine for marketing is the PERFECT tool for sneak peeks of new products or services. Go ahead and make short videos that tease and tantalize your audience about what’s coming next, without giving away everything.

Connect with others by “personifying” your brand

Vine for marketing can give you the perfect means to connect with your audience and your customers directly via social media. When your customers can see people enjoying your products or services up close and personal, it creates a connection that no amount of killer ad copy can produce.

Demonstrate away

This is where Vine for marketing can really shine. Not everyone has the time or patience to sit and watch a 30-minute infomercial on your product, but how about six seconds? Sure. You can’t explain everything about your company, product or service in six seconds, but you can create a tease that will invite them to watch a longer video, or simply remind them that a new product or service is for sale. Then invite them to check it out in greater detail by clicking on your handy provided link.

How have you used Vine successfully for your business? Are there any other strategies to avoid with Vine? We want to hear your experiences.