The buzz keeps growing over Vine, the video sharing application Twitter rolled out in January. The app, currently only compatible for iOS, allows users to capture and compile several frames into a 6-second looped video.
Shortly after Twitter unveiled the app, Ann Handley of Marketing Profs raved, “Here’s the truth: I haven’t been this excited about a new social platform since I joined Instagram two years ago.”
Handley isn’t alone in her excitement over Vine– brands have been quick to jump on the Vine bandwagon. General Electric, Wired, Rolling Stone, and Urban Outfitters are only a few of the recognizable brands who have integrated the latest social craze into their overall marketing strategies.
Though Vine has been receiving a tide of positive feedback, is it worth saddling your business with yet another social platform?
Here are the pros and cons of Vine versus more established video platforms like YouTube.
Pro 1: Ease of Use
The selling point of Vine is its ease of use. The app takes seconds to learn and is so easy to use that marketers are almost crazy not to. The beginning tutorial is 30 seconds in length and you can create videos at the touch of a finger (literally).
Pro 2: Brevity Focuses Creativity
Users can only make six-second videos and post-production is non-existent on the app. Vine’s time limitation plays to the app’s advantage, since the average attention span of an adult is seven seconds. This time limit also forces brands to tell their story in a creative and concise manner.
Pro 3: Extension of Reach and Integration
Vine offers the capability to share videos on Facebook and Twitter, and to embed the videos on a blog or website. These abilities offer brands the opportunity to extend their reach to a larger audience and integrate marketing efforts over several platforms.
Con 1: Monetized Value
Vine’s time restrictions present marketers with challenges in creating monetized value. Marketers can pair YouTube videos with video ads and/or banner ad overlays, but how do you fit an ad into a six-second video?
Con 2: Creating Effective Calls to Action
Another major hurdle the time restriction presents is the challenge of incorporating an effective call to action. Generating leads will be extremely difficult without an easy way to link from the app to additional information.
Con 3: Platform Limitations
Vine is limited to mobile, particularly iOS. This ostracizes brands’ customers and potential customers that do not have iOS. With such restrictions, this raises the question whether the app is worth marketers’ time.
Conclusion: Vine has a long road to go before the app can contend with video powerhouse YouTube as an effective marketing tool.
However, Vine has a lot of potential and could give YouTube a run for its money once Twitter irons out a few kinks.