Vine Marketing: Nailing the 6-second Commerical

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Tired of hearing social media experts go on and on about Vine? Well, get used it. The mobile app, launched in 2012 and acquired by Twitter shortly thereafter, has just begun to generate the kind of buzz it deserves, and brands are finding all kinds of ways to make it work for them. But what is Vine exactly, and how can small businesses use it in online marketing?

Love it, loathe or fail to understand it, Vine isn’t going anywhere anytime soon. Vine is a smartphone app that lets users create and post short videos — short as in a max of six seconds — which then can be shared or embedded on social networking. These tiny videos are easier to share and download given their size. Like YouTube’s early days, initial content has ranged from grating to nonsensical. Skateboarding, cats, skateboarding cats, weird old people making faces — you know, the kind of things that are the cornerstones of online video creation. Yet the longer Vine grows, the more brands are finding ways to creatively use the micro-video format. Oreo, Urban Outfitters and Lowe’s, for instance, are a few companies with the budget and talent to make effective and memorable videos on Vine.

“The good news is that almost any business can find a way to use Vine, but those that are great at storytelling are the most likely to be successful,” writes Yael Grauer for “Communicating via video works best for brands that have already identified how their story connects with customers. And as always with video or images, visually-appealing products or storylines win the day: The challenge is to fit a story into six seconds, say marketing experts, so some creativity is required.”

In other words, when it comes to standing out in the already crowded Vine jungle, creativity and an already high visibility are key ingredients.

Readers, what’s your take on Vine? Is it the next YouTube? Or the decline the of online video innovation as we know it? Sound off below!

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