Social media has been a major part of many businesses and individuals’ marketing efforts for years, and sites like Facebook and Twitter have continued to grow because of that. In fact, companies that use social media marketing may well outnumber companies that don’t – at least among businesses that do any formal marketing.
While social media marketing may be part of your repertoire, Vine is new and you likely haven’t had too much time to play with it. Vine could turn out to be an important part of your marketing efforts – if you use it the right way and avoid the most common mistakes new Vine users make.
If you’ve never seen or used Vine, you may not even know what it is, so a brief introduction may be in order. Vine is Twitter’s idea of a way to compete with more interactive sites like Instagram and YouTube.
The way Twitter has a character limit, Vine only allows six second videos. Six seconds might not seem like much time to say anything interesting or helpful about your business or brand, but if you think of Vine like a shortened, compressed commercial, it can be helpful.
Prepare, Prepare and Prepare Some More
Vine is so new that many businesses are really testing the waters to see what will work and what won’t; however, with Vine only allowing six seconds of video, we know one thing for sure: your video needs to be clear and focused.
That’s why it’s important to define the goal of your video clearly before you start filming. If you’re introducing a new product, can you discuss all of the features or should you just focus on one?
It’s also important to focus on what you want your viewers to take away from the video to make sure you really achieve that goal with the video you create.
Because Vine is so new, some of the first adopters have only made a few videos. One flaw with a lot of them is that they don’t use sound.
Vine does indeed allow you to use sound, and productive use of it will allow you to get a lot more information into your very short videos.
You won’t be able to say much in six seconds, so make sure you plan out what you’re going to say, and make sure it’s focused, direct and easy-to-understand.
Don’t Promote At All
Most businesses are using Vine as a way to show new products, promote a service or just remind customers that they are still there. While that can be effective, Vine can also be a great tool to market your business without looking like you’re doing any marketing at all.
For example, if your business sells tech products, you could make a video about something techy, but doesn’t promote your brand. Why If your video is interesting, users will see it and share. All of that viewing and sharing will link back to you since you created the video.
Don’t Force It
Many businesses that have already started using Vine are forcing concepts designed into longer videos – basically condensing long-form commercials – into Vine videos. While that might sound like an easy way to make a Vine video, it will just leave your viewers confused, and potentially uninterested in your brand.
Expanding Your Reach
Considering the fact that Vine is connected with Twitter, it’s almost a sure thing that it’s going to be popular, and businesses are going to use it; however, the first businesses to really use it the right way are the most likely to get the most out of it when it comes to expanding their reach.
While Vine may take a bit of experimentation on your part to see what works for your brand, following the basic tips above can help you create videos that can help your business grow, at least on some level, right away.
Marcela De Vivo is a freelance writer and online marketing professional who specializes in social media and search marketing. She has worked with countless companies to help optimize their website’s performance and social media presence.