Twitter’s Vine app allows users to make and share their own videos, twitter style. The video is limited to a 6 second loop, which requires the producer to become increasingly creative in order to get attention. Vine has now reached the #1 spot among Free Apps in the Apple store, a rare achievement for any download not in the Game category. This popularity is drawing the attention of social media marketers, who are looking to expose their brand to the growing number of Vine users.
Brand marketing on Vine is no easy task and necessitates the same creativity required of video producers. But, more and more social media marketers are seeking the rewards.
Brand Marketing on Vine: The First Vine Contest
According to Mashable.com, a hotel was the first brand to devise a contest on Vine:
“The Cavendish London hotel is asking Vine users to create a romantic Vine and tweet it with the hashtag #ValentineVine to @Cavendish_Hotel. The submission deemed most romantic will win an overnight stay at the hotel on Friday, Feb. 15, including pre-dinner cocktails, a four-course dinner with wine and a full English breakfast the next morning, among other treats.
Neil Braude, general manager of the Cavendish London, says that the hotel began using social media in 2009 as a way to extend its customer service to more channels — giving directions to the hotel through Twitter, for instance. “We wanted to be an early adopter with Vine and for our social media supporters to have some fun,” he said. “It will be interesting to see how many entries we receive.”
Mashable is now reporting on additional brand marketing on vine:
“Urban Outfitters, an early adopter of Twitter’s Vine app, is teaming up with Converse for a contest offering a cross-country trip for the best Vine that documents “a day in the life of your Converse sneakers.”
The brands are asking consumers to submit their Vines with the hashtag #yourchucks (for Chuck Taylors). Other prizes include $1,500 in Urban Outfitter gift cards, 10 pairs of Converse sneakers and two nights in Brooklyn. The promo, launched earlier this week, runs through May 6.”
Finding Platforms for Social Media Marketing
Brand marketing on social media can be difficult due to user’s natural aversion to advertising. Additionally, those engaged in brand marketing are challenged by constantly shifting attitudes toward which platforms can achieve maximum ROI. The high energy and engagement on Vine is the latest platform to draw marketer’s attention, but success is by no means guaranteed.