Using Vine as part of a Social Media Advertising Campaign
Vine is a social media platform acquired by Twitter in January, and whilst it was originally only available on iPhones, in the last week it has been released for Android, meaning that now every smartphone user can make use of it to create and share 6 second video ‘tweets’. Many people are using it for personal reasons, and even for artistic reasons, but some businesses have been quick to see the potential of Vine as a new form of social media marketing.
Twitter has been praised for pushing marketers to get what they want to say into just one short sentence, and Vine has been hailed as the video equivalent. It’s short play time forces marketers to be creative in what they post; get to the point and show potential customers what they need to see to get the desired result, be that a website visit, social media interaction or a phone call. Here’s how some marketers are using Vine to support both strategic and tactical activity:
• To show or demonstrate new products or features – obviously with 6 seconds you will not be able to show everything your product or service can do from start to finish, but you can illustrate just one aspect of it that you think people might not know about, would be interested in and would respond to. This hotel booking app showcases how to use a potentially confusing feature of their product; how to book several nights at a time
• Run a competition to create a Vine – by choosing a subject that people are interested in people will engage and also share their Vine, giving your social media campaign the potential to go viral. An example of this is Confused.com targeting those with pets who want to share how cute they are with the world. By pure coincidence I’m sure, they happen to sell pet insurance.
• To reach customers who might not usually engage with a company – an eye-catching, amusing or seasonal Vine will get shared and viewed by more people. This will potentially increase the number of followers a Twitter page gets and get people talking. Twitter Vines get shared 4 times more often than online video and so is a quick and fun way to reach more people. An example of this is how Toyota animated a car to ‘drive’ off of a screen.
• To generate sales or interest – 6 seconds is more than long enough to share a promo code for online purchases, a text code or give people a phone number to call to buy a product, and the looping nature of the video means that people have plenty of time to note it down. A Vine can be a trigger for people to buy or contact a company now. Dogs Trust made a Vine with a code people could use to donate by mobile so they could monitor the success of it as well as generate instant donations
As with all things new, it can be easy to get caught up and do it just because you want to, but for a business, Vine should be used like any other form of marketing; to convey a message that will motivate people to buy from your company. Most importantly it needs to be monitored in the same way as any other marketing would be. There are several ways to do this. You could run a competition with a webpage for people to go straight to, like Confused.com did above, and then use web analytics to track how many visits this Vine produced. You can make use of promo codes to track online purchases made as a result of a Vine. You can also track phone leads and sales by using a call tracking service to give your Vine a unique tracked number, so that you can monitor the number of calls generated as a result of every different Vine video, or use a text code in the similar way.
With Vine being so new, many marketers are experimenting with ways in which it can be used, and the good news is that with a 6 second video you are unlikely to damage your brand image. By using promo codes and phone numbers with web analytics and call tracking you can monitor which approaches to Vine are the most effective for you; product based, competitions, humorous etc., and build on these approaches to create a successful social media campaign with Vine.