Ever since Twitter announced its six-second video looping platform, Vine, the platform has become all the rage among users as well as brands—and indeed, as Brand.com reviews the online landscape, it notes that there are numerous companies out there proving just how viable Vine-borne branding can be.
“When Vine was first launched, there were some who expressed skepticism over its ability to provide real online marketing or branding results,” comments Brand.com’s president, Michael Zammuto. “The objections are noteworthy: Because brands are only permitted six seconds of footage, it takes some real creativity to get a message across. Rather than view the six-second timespan as a limitation, however, there are many companies that have risen to meet the challenge and actually shown how a six-second video loop can pack a massive impact.”
He continues, “Brand.com reviews some of the best and brightest companies out there and finds that they are effectively using Vine in majorly creative and successful ways. From these brands, other companies can learn a few lessons. More than anything, they can learn that something as seemingly frivolous as a Vine video can actually be a potent tool for online brand enhancement.”
Brand.com Reviews Compelling Uses of Vine Branding
In the paragraphs that follow, the team from Brand.com reviews the best examples of corporate marketing and branding via the Vine platform. Zammuto says the first brand on the list is one that routinely makes best-use-of-social-media lists: Lowe’s.
“What Lowe’s has always understood is that social marketing is not just about offering an online catalog of products, and it’s not just about static promotion,” Zammuto offers. “Instead, social media is all about telling a story. Even when you have to keep your story to six seconds or less, a strong narrative can go a long way toward engaging audiences.”
Lowe’s fathoms this, and as such it keeps its social media use away from bland product catalogs. “Nobody wants to turn to Facebook just to see a picture of a power drill, but what they may wish to see is how a power drill can be used,” Zammuto offers. The president of Brand.com reviews Lowe’s Vine presence, specifically: “The company has used its Vine loops to offer brief home improvement and DIY project videos—just the kind of quick, compelling, and relevant content that the average social media user is seeking,” Zammuto says.
Brand.com reviews the next Vine-using brand on its list: Urban Outfitters. The clothing company sends out Vines that celebrate its company culture—and the culture of its customers—in a transparent way, which Zammuto says is a good thing.
“Urban Outfitters is a company that understands the very precise and specific image it is seeking to convey, and that shows very clearly in its Vines,” he explains. “These videos are all about creativity, a laid-back attitude, music, and, of course, celebrating Urban Outfitters’ customers.”
Next, Brand.com reviews a brand that may seem like a strange fit for a social media list, and that’s the newspaper USA Today. According to Michael Zammuto, however, this fit is not so strange at all. “The conventional wisdom is that social media is killing print journalism, but USA Today has taken an inventive approach to using social media—Vine, in particular—to generate further interest in the paper itself.”
The Vines sent out by USA Today include flashes of graphics and headlines from new papers—functioning as what Zammuto calls a quick and attention-grabbing preview. “Of course, if you want to get more details, or see what those graphics are really about, you have to go buy the paper, or at the very least check out the USA Today website,” he offers.
And USA Today is not the only print publication to be faring well with Vine. Zammuto also highlights Lucky Magazine, which he says takes Vine creativity and style to another level. “The Vines sent out by Lucky feature outfit suggestions, inventive uses of various products, glamorous and fun images of editors from the magazine—essentially, they bring the content of the print publication to life in a really compelling and unique way,” he affirms.
GE also makes the Brand.com list. “This is another company that routinely makes these ‘best use of social media’ lists, but really, its Vine mastery is subtle and innovative,” Zammuto says. “Very few of its Vines actually showcase GE products directly. Most of them are daily ‘science’ videos, showing cool experiments and examples of science in action. Not only are these incredibly fascinating and attention-grabbing but, in a very subtle and non-promotional way, these Vines further the image of GE as a company with amazing scientific authority and technological mastery—just the kind of image a company like GE might wish to convey!”
A fashion company, Neiman Marcus, also makes the Brand.com list, and Zammuto says this should come as no great surprise. “Vine is all about quick bursts of style, color, and flamboyance,” he says. “In other words, it is a perfect branding tool for the fashion industry.”
Specifically, Vine shows behind-the-scenes images from the runway, or previews of its new clothing styles—all of which helps consumers feel like they are getting a glimpse into a secret world, Zammuto says. “The behind-the-scenes approach works wonders.”
Brand.com reviews one final brand using Vine, and that is Walgreen’s. Rather than showcase its products in a more static, catalog-styled setting, Walgreen’s shows off its wares in a way that’s more creative and compelling. “The six-second loops from this retail pharmacy showcase different ‘themed’ product collections, such as items to put in an airplane carry-on bag, or essential seasonal health items,” Zammuto says. “This helps customers to see those Walgreen’s products in an entirely different light.”
The bottom line for Zammuto is that brands can use Vine to further their online messaging—but it takes some real skill and outside-the-box thinking. “Companies have to look beyond straightforward promotion and instead showcase unique and compelling facets of their brand identity,” he says.
Brand.com reviews the social media needs of brands from across the world.