Top 5 Brands Effectively Using Vine

Twitter’s popular Vine app announced this week that it will now be available on Android operating systems. This newly poplar 6-second looping video application began back in January on Apple iOS and I can attest based on my own experience with a 12-year old son that it’s the hottest new form of social media today. Consumers looking to target teens (and parents of teens) should keep their eye on The Vine.

Similar to Instagram, this app allows users to create a series of short video clips with their friends. As more and more adults become social media gurus, the teen generation has migrated away from the traditional Facebook, Twitter and YouTube’s of the world and find them no longer “cool”. According to a new study  called The Pew Internet and American Life‘s new study, “Teens, Social Media, and Privacy,”  teens “have waning enthusiasm for Facebook, disliking the increasing adult presence, people sharing excessively, and stressful ‘drama,’.

Like Twitter celebrities are catching on with The Vine and you can follow top celebrity videos on The Vine from Snoop Dog, Soulja Boy, Pretty Little Liars star Lucy Hale, and even Jimmy Fallon and Tyra Banks!

Some brands adopted The Vine early on; Wheat Thins, GE and candy brand Red Vines have all run Promoted Tweets with Vine videos. Also reported in Mobile Marketer,  Dunkin’ Donuts, recently launched a contest on the Vine requesting fans to take a post a video of how their iced coffee puts “a spring in their step.” The advent of the 6-second video is making :60 second, :30 second and even :15 second commercials units of the dark ages.

Here’s a great infographic that explains Vine put together by Media Bistro. Click on the image below to read in detail:

Vine pic

Creative Uses of the 6-Second Video on The Vine by Top Brands:

1) Doritos – Frito-Lay brand used the official Mariachi Doritos band they performed a mystery tune to get brand fans to play along.

https://vine.co/v/bDVpIUFww9r

2) Taco Bell – promoted their new Cool Ranch Dorito Taco.

https://vine.co/v/bvlaYggdIiU

3) Lowe’s – used the video to show how to fix a striped screw with a rubber band (wow I just learned something really cool!)

https://vine.co/v/bU61aqq2YOp

4) Bacardi – offered a 6-second drink recipe

https://vine.co/v/bnqj5qmnIwQ

5) Urban Outfitters teamed with Converse to get Chuck-lovers to submit 6-second video diaries of their adventures with these popular shoes. The best #yourchucks entries won prizes such as free sneakers or a trip to San Francisco.

https://vine.co/v/btYdHIwl6Q6

In May The Vine was No. 1 on the Apple App Store with over 13 million users.  The question remains of its longevity, however considering the appeal to the teen generation its popularity is likely to be short lived as trends wear quickly. Only time will tell and as a media specialist this is why our jobs are so much more difficult today. The consumer media vehicles are so diverse and constantly changing. By the time I figure this out I’m sure there will be something new.

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