How Interesting are Six-Second Vine Videos for Brands?
Vine is one of those social media services that can be challenging to grasp.
Although video is a powerful medium in a time-strapped, multi-tasking world, how much value can really be delivered in six-seconds?
As important, how much can a Vine video benefit a brand looking to connect with consumers?
Yes, people have increasingly shorter attention spans but surely they can handle something more than six seconds.
A few years ago, the TV industry made a big step forward when 15-second commercials were introduced….but they’re still 250% longer than a Vine video.
Vine is one of three things:
1. A novelty that some people and brands have embraced because it’s new and different.
2. The social version of a “Emperor with no clothes” that has attracted a lot of attention despite its lack of substance.
3. Another tool – albeit an abridged one – that brands can use to quickly connect with consumers.
At this point, it is difficult to see how Vine will evolve and grow, even if a video obsessed world.
Maybe six seconds is not enough time to make an impression.
Maybe Vine is the ideal medium at a time when people are looking for instant gratification.
Despite the uncertainly about whether Vine is the real deal, there are brands using it.
In a recent blog post, Top Rank’s Lee Odden look at five consumer and B2B brands – among them Cisco, GE and Hewlett-Packard.
To be honest, the videos are, well, cute but it’s difficult to see how much value they deliver. They feel like having an after-dinner mint as opposed to having a meal.
It could be that six-second videos have a place in a world of 140-character tweets, quick updates (Facebook) image sharing (Pinterest) and filtered photos (Instagram).
Personally, I’m not convinced yet.
What do think? Does a Vine video have value? If so, what are best practices for a six-second video?
More: Jay Baer has a post about how brands can make their consumers smarter in six seconds.