Success Strategies For Vine Video
- Posted in Monkie's Blog
- Monday, 14 July 2014 08:00
- Hits: 3109
Did you know that branded Vine videos attract 400% more shares than videos on other platforms? Twitter’s Vine is the fastest growing video sharing platform with over 40 million users, and brands are not letting these numbers pass them by.
Making a great six second video to capture the essence of a brand while being something informational or educational or entertaining enough that it merits sharing is no easy feat for most businesses.
Earn engagement with brand contests
The largest users of Vine are aged between 18 and 20 years and this particular target audience enjoys a good competition. The best performing brands on Vine continue to leverage brand contest as an opportunity to boost fan engagement. For example, Urban Fitters, the first brand to use Vine, attracted a large audience with its #yourchucks contest. Urban challenged followers to create a video showing their best Chucks in exchange for a prize. This simple campaign resonated with Urban’s target audience, increased engagement to 20% and attracted 30 million impressions.
Visual appeal is everything
The reason why videos attract more eyeballs than tweets or other textual content is the inherent appeal of video content. Users are hooked to videos that carefully incorporate interesting details and visual perspectives.
Although Vine allows for a six-second video loop, success on the platform hinges upon quality as opposed to shoddily done content. General Electric is perhaps one of the best brands producing visually attractive videos that encourage sharing and engagement across the network.
Demonstrate a service or product
While video content can be used just for entertainment purposes, users also want to come out feeling they have learned something after watching a video. Showing people how to use your product or service is really at the heart of successful online marketing and your digital videos should do just that. Calvin Klein is a good example of a brand offering valuable content to its followers with its makeup tips video series. Lowe’s is also making a splash with its #homeimprovement videos.
Align your content with the call to action
Many small businesses have jumped onto the Vine bandwagon but just a few are enjoying significant success. One reason why high-flying success is not yet forthcoming is simple: failing to understand your audience and what you want them to do. Are you advertising a new product and want your followers to buy? Are you promoting a new blog post with the short video and are looking for readership? If you want greater success with your videos, think about your call to action and carefully create content that will persuade your followers to take up that call to action.
The #hashtag is alive and well
Vine just recently introduced a new search bar that makes it easy for anyone to search people, videos, tags, and locations. Just as with Twitter, the #hashtag is essentially how users easily search for relevant content. Without a trending hashtag, your branded videos will miss out on the opportunity to appear on related search results. There are many hashtag options to optimize your video content, regardless of your niche market.
Brand awareness is the optimal goal of branded video content. Whether or not brands pay for ad space on social platforms such as Twitter, users are expecting quality and captivating video content if they are to promote and engage with your brand.