I am not a betting woman, but I am willing to make a wager you have probably heard about the latest and greatest social media platform—Vine. The fact that you have six seconds to provide relevant content to your brand’s fan base possesses both an upside and a downside.
On the up:
- With all of the mumbo jumbo that surrounds us in this crazy world, it is no secret we have short attention spans, which I like to call the Squirrel Syndrome. Vine challenges us to provide a message and engage the intended target audience quickly rather than creating a five-minute-plus video that drags on and on.
- Who doesn’t love a good how-to tutorial, behind-the-scenes sneak peek, or a before-and-after transformation? It all goes back to show and tell—we, as consumers, would rather be shown something versus being told something. Check out a few Vine videos from Lowe’s—every bit of awesome!
- For all of you sweating over the challenge of creating relevant content in six seconds, do yourself a favor and relax. Lo and behold the Vine description section. Use this to your advantage by offering a brief recap about the video. This also gives you a chance to reinforce your key messages.
On the down:
- If you do not have a clear vision of what you want to say, your message will never resonate with your key audience. There is a reason why I keep using the word relevant in this post: You have to offer pertinent content based on your brand’s image and your target audience’s interests. If they do not benefit from your message, you’re good as gone. General Electric does a fabulous job of providing great, relevantcontent to its followers on Vine. Take a look:
- It’s OK to have surpluses of shoes, nail polish colors and pieces of pizza; however, you can have too much of a good thing. Some brands try to do too much in one six-second video, flashing what seems like a million images at once. If consumers cannot process what they are being shown, you leave them questioning what they just viewed. Sometimes simple is better.
- You wouldn’t purchase a vehicle that did not fit your lifestyle needs, so why would you adopt a social media platform that doesn’t provide value to your brand? Before you make the grand dive into this new outlet, test the waters to see if Vine is right for your brand.
If you embrace all that Vine has to offer and do your best to avoid the common mistakes, there is no doubt you will hit the jackpot!