|Vine: The Next Big Thing in Advertising?
By: Tom Roarty
As with any technology, if it’s deemed worthy, it is only a matter of time before people find a way to promote their products and services with it. Lately I have found myself drawn to Twitter, and I feel as if it has helped me a lot in developing promotional-driven messages in a fast and timely manner. So it is only an evolutionary expectation that Vine takes social-network advertising to the next level.
First of all, I realize that online video is not a new idea. YouTube has done very well developing the media, and advertisers have come to embrace it, but not wholeheartedly like they have done with other social-networking platforms such as Twitter. In order to understand why Vine has a future, you must ask the question, “Why have businesses flocked to Twitter over YouTube?” The answer is timing. Advertising runs on a beat; part of being a creative is to understand the beat and act accordingly.
As YouTube gave minimal restrictions to their users, Twitter implemented what made its users either love or hate the service: its 140-character limit. The easy guess would be that technology that has fewer limits would be better for relaying a message. But creatives will argue that point by saying that the opportunity to relay a message is fleeting, and one that fits well within Twitters restrictions. With that said, business YouTube accounts have had, according to Hubspot, a 39-percent increase between 2011 and 2012, which would make Vine, a time-restricted video program, a prime tool for advertisers, forcing a quick message along with a video element.
Although Vine has been around for approximately three weeks at the time of this article, Mashable released that in the past weekend, between Saturday and Sunday, 113,897 videos were posted on Twitter using the Vine service. The scary thing about the app is that the majority of Vine users do not yet understand its full abilities. What Vine offers is the ability to post and share a six-second video. For the right creative, that is more than enough time to relay a message, and for the end-user, it is not enough time to lose their interest. In short, it is the discipline of Twitter’s trademark constraints, combined with YouTube’s capabilities. For an advertising vehicle, it is literally the best of both worlds.
If you are new to Vine, don’t expect to see its full potential for a few months. As with any new technology, learning the capabilities and how it can best benefit an advertiser will take some time. But I am sure that creative teams are working on rolling out the next wave of social-media marketing for their clients. It is always good for agencies when a new potentially lucrative technology emerges, and it is also good as a creative to be at the top of the learning curve when it does happen. So for all you idea-driven people, here is your chance to download Vine and master it, as the next great social-media marketing race has begun.
Martin Advertising/Martin Retail Group
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