With most social media, it generally takes advertisers some time to figure out how to best use the platform, and even longer to convince their clients to adopt it. By the time you’re ready to implement your brilliant marketing strategy, the coveted Millennials have already jumped ship and their mothers have begun to cultivate their Farmville estates.
But it hasn’t taken long for savvy advertisers to realize the opportunities on Vine. Here are a few reasons those who use Vine for marketing like it so much:
- Perfect for Short Attention Spans: The 6-second video format is ideal for today’s mobile-obsessed consumer, who wants minimal time requirements with maximum entertainment value.
- It’s a cheap avenue to crack into: The less refined and more homemade your video looks, the better it is. It’s not about being flashy; it’s about being creative with what you have at your fingertips. No need for six-figure production budgets. You can often go viral with nothing more than your neighbor’s dog, some fishing line and a stick of gum (MacGyver style).
- Big-time endorsements are pretty cheap too: Vine has created a new generation of mobile celebrities, who are creative, talented, understand the medium, and love exploring its possibilities. These Vine stars usually have dedicated followers that number in the hundreds of thousands. So it’s a steal when companies like Lowe’s, Nike, BMW, GE, Coca-Cola, and Nordstrom shell out between $1,000-10,000 for original, highly entertaining content that comes complete with a captive audience. Try producing a TV commercial and getting it in front of 300,000 viewers for $5,000.
- It’s fun! In my opinion, the best advertising entertains the consumer. The quickest way to get my brand loyalty is to put a smile on my face.
Who’s doing it big?
- Jerome Jarre (4.5 million followers) – considered the original king of Vine who has produced content for brands like video game producer Ubisoft and Trident)
- Meagan Cignoli (422K followers) – current clients include Warner Brothers, Star Jones, Lowe’s, Nike and BMW)
- Zach King (852K followers) – and my personal favorite. Zack’s most recent content projects have included Coca-Cola, Nordstom and Warner Brothers
- Dunkin Donuts (only 18K followers) — but a great example of what mainstream brands can do within the platform
- Virgin Mobile (84K followers) — curating content from dozens of top Vine talent
