January 29

Vine For Business


By Philip Trampe

You know that guy at the office who continuously emails you funny videos and gifs? Sure it can get annoying, but admit it, once in awhile they strike gold and you catch yourself re-watching the clip over and over again with a stitch in your side from laughing, making every crappy video your buddy has been sending you worth it for this particular moment. Now picture a platform where anyone can upload their own short videos onto a single newsfeed. That is the basis of Vine, the new video-sharing app recently acquired by twitter.

Vine allows you to film up to 6 seconds of video, and thanks to its new owner twitter, the videos can be shared as simply as one would tweet. Even though Twitter bought Vine, they have decided to keep the interfaces separate for now, opting for the ability to share Vine videos via Twitter, rather than having a video option in the Twitter app.

You may ask yourself, “Is keeping the options separate a good idea?” The question is a good one, and based on the success of Facebook’s similar purchase of the picture-sharing app Instagram, and keeping their interfaces separate, one could assume that Twitter has a reason for their choice.

However, does scrolling through these videos have the same appeal as endlessly scrolling through photos submitted by friends? Does having to create videos seem overly complicated compared to a simple snapshot with a digital filter?

Personally, I feel that an app dedicated solely to short clips by my friends may not yield as cool results as Instagram. But that may be simply because I don’t trust my friends to make quality video posts. This to me makes the idea of Vine perfect for businesses and their social media teams. If I were to start following certain brands that invest time in making quality short videos, I can definitely see myself wasting hours of my life endlessly scrolling through funny/impressive short videos.

The thing about Vine is that it limits (and then continuously loops) up to only 6 seconds of video, which some people seem to say is not enough time to grab an audience’s attention, or tell a complete narrative. To those who think in this manner I would kindly say that this mentality is completely false. In today’s day and age, the attention span of your average millennial is quantifiably measured by the proximity to the nearest picture of a grumpy cat, which at any given time is a maximum of 3 clicks. You only have a short period of time to tell a story, and for those who say “they can’t do it,” I will simply reply, “well of course you can’t with that attitude.” It’ll take a level of creativity, but I will refer you to the masters of short film at  “5 Second Films,” who have literally been making 5 second narratives everyday since 2008—leaving a second to spare once they (obviously) post their films on Vine. Sure there’s a lot of their films that don’t resonate with the every member of their audience, but once in awhile, they strike gold, much like your inbox spamming colleague, and it makes everything else worth it.

So, like most updates in the social media world, businesses need to adapt and use these tools to their own advantage. Remember how a picture is worth a thousand words? Well, imagine how much a steady stream of golden videos will be worth for your business, using Vine.