Basics of Visual Social Marketing: How to Create Vine Videos
Vine is emerging as an interesting new visual social marketing application that many businesses have embraced. Though six seconds hardly seems like enough time to communicate a topic, creative marketers are harnessing the power of Vine and challenging themselves to rethink video marketing and communications.
Here a few businesses that have embraced Vine:
Lowe’s Fix in Six: This is probably the best-known use of Vine by a large organization. Lowe’s has created a number of vines showing, in only six seconds, how to fix items around your house. The vines, which are useful, cover topics such as how to unscrew a stripped screw, remove stubborn stickers, and clean a dirty cookie sheet. The videos have hundreds of likes, comments, and revines.
General Electric: General Electric uses Vine to inspire and build its brand. GE films short videos for topics such as Gravity Day and Thomas Edison’s birthday. It has also created the concept of 6 Second Science Fair Vine, in which it shares the marvels of science in only six seconds.
Honda #WantNewCar: Honda has launched a Vine campaign in which it asks users to add the hashtag #WantNewCar to tweets on Twitter to share why they need a new car. Honda selected the best tweets and responded with customized Vine videos. The effort led to an increase in Vine followers and mentions of the brand.
In addition to these large brands using Vine in innovative ways, countless businesses have turned to Vine to make their marketing more visually oriented. Businesses are “vining” a wide variety of content, including holiday greetings, useful tips, product demos, behind-the-scenes, office humor, trade show booths, contest promotions, brand history sharing, random entertainment, and more.
As you evaluate whether Vine is right for your business, remember that in addition to generating views on Vine, you can use your videos on your website. For example, the Lowes Fix in Six videos can be found on a Pinterest board and the company’s Tumblr site, in addition to other social networks.
Creating Vine videos is easy to do, but it may take some getting used to. To create a video, open the application and click on the video camera icon in the top navigation menu. This action opens the Vine video recording screen. Vines are recorded in a square format.
The center of the recording screen shows a stream from your camera, which previews what you’ll be recording.
To record a Vine video, tap and hold your finger on the camera viewer section of the screen. The video records for as long as you’re touching the center of the screen.
To stop recording, remove your finger from the screen. Because you have only six seconds of video footage to record in Vine, you can start and stop recording multiple times to capture footage. Your vine plays as a single continuous video.
A green progress bar on top of the camera shows how long you have recorded video. When the progress bar reaches the end, you have completed the six seconds, and the video is automatically processed. If you don’t need the entire six seconds for your video, you can click on the right-arrow button at any time to finalize the video and move on to the sharing screens.
After the video is processed, you can still return to the editor by clicking on the arrow pointing to the left. When you’re happy with the video, click the green button to process the video and move to the sharing screen.
Experiment with the stop-and-start video capture that Vine has to offer. It can take a while to get used to recording vines, so set aside some time to practice creating videos.