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How Interesting are Six-Second Vine Videos for Brands?



vineVine 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.


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