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Psychology Of Vine: How To Create Videos That Drive Engagement
Psychology Of Vine: How To Create Videos That Drive Engagement
Psychology Of Vine: How To Create Videos That Drive Engagement
Psychology Of Vine: How To Create Videos That Drive Engagement
Psychology Of Vine: How To Create Videos That Drive Engagement
Psychology Of Vine: How To Create Videos That Drive Engagement
Psychology Of Vine: How To Create Videos That Drive Engagement
Psychology Of Vine: How To Create Videos That Drive Engagement
Psychology Of Vine: How To Create Videos That Drive Engagement
Psychology Of Vine: How To Create Videos That Drive Engagement
Psychology Of Vine: How To Create Videos That Drive Engagement
Psychology Of Vine: How To Create Videos That Drive Engagement
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Psychology Of Vine: How To Create Videos That Drive Engagement

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The psychology of Vine is a look at how Vine, Twitter's latest social video mobile is used. While only six seconds, using Vine for social media engagement is based on several psychological principles …

The psychology of Vine is a look at how Vine, Twitter's latest social video mobile is used. While only six seconds, using Vine for social media engagement is based on several psychological principles of mobile user behavior. By correctly addressing them, marketer can successfully use Vine videos for consumer engagement and marketing. Best practices and case studies included.

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  • 1. presentsThe Marketer’s Guide1
  • 2. Enables Visually Rich, Social Content CreationVine  allows  you  to  record  six  seconds  of  video  straight  from  your  smartphone.    There  is  no  edi9ng,  filtering,  or  remixing  involved;  Vine  simply  involves  raw  video  capture.    Videos  posted  on  Vine  run  on  an  infinite  loop,  which  means  they  play  over  and  over  again.  Overall,  Vine  is  the  perfect  pla?orm  for  crea9ng  videos  that  elicit  a  wide  array  of  posi9ve  emo9ons  among  customers.    With  this  medium,  surprise  is  key.    The  element  of  surprise  is  one  of  the  most  powerful  marke9ng  tools  available  today.    Surprise  is  addic9ve,  inexpensive,  changes  behavior,  boosts  emo9ons,  and  s9mulates  passionate  rela9onships.    By the NumbersIn  the  last  six  months,  a  simple  six-­‐second  concept  has  riveted  the  marke9ng  world  and  cap9vated  millions.      Did  you  know  that:• 5  Vine  videos  are  shared  on  TwiHer  every  second.• Vines  are  shared  four  9mes  as  oIen  as  branded  internet  videos.  • 4%  of  the  top  100  shared  Vines  were  made  by  brands.• Vines  are  tweeted  more  on  weekends  than  all  of  the  weekdays  combined.  Peak  ac9vity  occurs  between  10am  and  11am  EST.Sharing Source• Seamless  integra9on  with    TwiHer•  Perfect  star9ng  point  for  user  generated  content  • Embeddable  videosSta9s9cs:  AdWeek,  Unruly  Media“The  science  of  surprise  can  be  used  to  deliver  a  message  in  a  deeply  compelling  way.”  -­‐  Krista  Peck,  M.S.2
  • 3. The Psychology of SurpriseVine Is Growing Because We Love To Share Experiences3
  • 4. Vine increase your chance to incite audience action“As humans, we are designed to share,” say Krista Peck, M.S.,founding partner of WHY THIS WAY. “Sharing activities andexperiences via social platforms satisfies three basic humanneeds:  love/belonging, esteem, and self-actualization.”  In a survey of 2,500 people conducted by The New York TimesCustomer Insight Group on the psychology of sharing, the resultsrevealed:• 48% share to inform others of products they care about.• 68% share to give people a better sense of who they are.• 69% share because it helps them feel more connected to theworld.• 73% share to connect with others with similar interests.• 78% share because it allows them to connect with people thatthey might not have the opportunity to otherwise.• 84% share because it is a way to support issues they care about.General  Electric4
  • 5. Best Practices For VineThe 7 Do’s For Vine Videos1. Do develop a strong, emotional narrative to communicate a focusedmessage.2. Do use Vine to provide a teaser for something you are working on.  3. Do use Vine to provide a quick tutorial for a new feature.4. Do use Vine to deliver fast facts.5. Do use Vine to ask an open-ended or closed-ended question.  6. Do consider unique ways of introducing members of your team toyour Vine audience.7. Do remember to use up to three relevant hashtags for your Vineentries so they can easily be found by other Vine users. Kate  SpadeIn order to be successful with any social media platform, it is important tounderstand the context in which you are using it and why.  Vine forces its usersto create short form narrative with extreme time constraints; the way in whichstories or messages are constructed must be concise.5
  • 6. Best Practices For VineThe 3 Don’ts For Vine Videos1. Don’t try to pack too many messages into one clip.  Leavecomplex storytelling for other mediums.2. Don’t be fake.  While you want to put your best footforward, remember that your audience will know whenyou are not being authentic.3. Don’t forget that by using Vine, it becomes one of yourbrand’s properties.  Be sure that it properly reflects yourtone of voice and brand ethos.Lowes“Because of the way Vine was designed to focus on a singleemotion or feeling, there is less room for fake or overly producedcontent. Marketers would do well to capture Vines with authenticthemes that communicate a real moment.”- Jon Fahrner, CEO, BumeBox6
  • 7. How Lucky Magazine Finds Fashionable Vine Success"The best Vines take time. Stop motion Vines,which are by far the most successful in myexperience, are no simple task. Thats slightlydiscouraging because the nature of the platformis quick, but you have to give the people whatthey want. Some individuals and a few brandshave created small masterpieces doing this. Allin all, its worth it."- John Jannuzzi, Contributing Digital Editor,Lucky MagazineLucky  Magazine7
  • 8. There are thousands of examples of how people, brands, andmarketers are using Vine, but the following nine areparticularly noteworthy:Bacardi UK created a six second video on how to successfullymake a killer rum and coke.  BuzzFeed took followers inside their New York headquarters toshow how their staff “gets down.”  GE illustrated the way in which innovation starts at thedrawing board; or in this case, a blank sketch pad.  7 Great Brand Uses Of Vine“Vine is a big idea, yet it is a simple one - the two basic ingredients for a successful emerging technology recipe. It isno wonder that some brands are quick to jump in and experiment with it. However, success for Vine does not hinge onearly adoption by brands; rather, it depends on whether it can make the transition from emerging technology to anemerging cultural practice like Instagram and Pinterest.”  – Raman Kia, Executive Director of Digital Strategy, Conde Nast8
  • 9. Jimmy Fallon created a video of comedic genius called “TheBeginning” that successfully ends the six-second loop with itsbeginning.  The Wolverine by 20th Century Fox created a six-second trailerfor the July 26th release of its latest installment of the X-Menspinoff.  Fast Company experimented with Vine at its InnovationConference, where it challenged attendees and speakers tocomplete the sentence,  “Innovation is...” on Vine, and thenembedded it on their website in a social micro portal.UO X Converse launched the “Where do your Chucks Go?” Vinecontest.  7 Great Brand Uses Of Vine9
  • 10. Making Vine Work For Your Brand“Don’t miss opportunities to leverage Vine for advertising, PR, or awareness purposes. As hashtags tracktrending topics and conversations growing rapidly in real-time, you may find opportunities that allowyou to earn your way into a conversation organically instead of with paid initiatives.”- Jon Fahrner, CEO, BumeBoxAs marketers using Vine as a connective tool, we must remember to:1. Play To Emotion:  Marketers should ensure that they are publishingVines that capture emotions that lead to value alignment with thetarget audience.  Vine is designed to capture the mood or tone of amoment. The more emotion, the better the response.  If a Vine isfunny, sad, inspiring, contemplative, or provoking, then you havesucceeded.2. Use Hashtags Well:  With the introduction of trending hashtags,tagging a Vine well is important, as it allows for easy discovery, as isthe case on Twitter.  See Bumebox’s Guide To Hashtags for more.3. Keep Storytelling Simple:  Vine can be leveraged as a simple, butpowerful storytelling tool. Since Vine is mobile, it is the perfectapplication for grabbing a variety of content.Khoa10
  • 11. Leveraging Video In SocialLeveraging Visual And Interactive PlatformsTechnology is empowering todays consumers with smarter devices,internet availability nearly everywhere, crisper screens, and networksthat push an overwhelming stream of content to them around theclock.pinot“As social networks like Vine achieve scale, content producers need to reach occupiedaudiences across them.  This visual culture calls for a new level of expertise incontent design, storytelling, and influence where art and science must meet tocapture consumer attention and put it to work,” says Brian Solis, author of Whats theFuture of Business (WTF) and principal analyst at Altimeter Group.In our highly visual culture with mobile as the new default, Vineunites message and medium to create immersive, addictive newexperiences — perfect for brands seeking simple, concise storytellingsolutions.11
  • 12. We Hope You’re #GetYourVineOnCreate Content That Drives Culture –Awareness, Reaction, Conversation, andultimately Action.The Information in this guide shows bestpractices and use by individuals, brands andcauses. Your results will vary based upon yourcampaign and overall objectives. Please takethat into consideration.Also, we advise consulting your legal advisorbefore leveraging user generated content inyour online and offline marketing initiativesas social networks and platform restrictionsmust be considered.– The Bumebox TeamContact Us:General: hello@bumebox.comPartnerships: sales@bumebox.com12

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