Short-formed Social Video - A Case Study on Vine

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How do brands build engagement on Vine?

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Short-formed Social Video - A Case Study on Vine

  1. 1. Vine: What’s in it for brands? @vanngoq   #VineMetrics  
  2. 2. Short-formed video is the future 1-5 140 #VineMetrics •  Short attention span is to blamed is how long it takes for 32% of consumers deem a site is slow seconds characters or less posts do better theguardian.com ere.net
  3. 3. Short-formed video is the future •  People spend more time on visual content site than others #VineMetrics 1:38 1:17 0:36 0:17 0:06 *hours
  4. 4. Medium Theory •  The medium is the message •  It projects the sociocultural context of the world we live in •  The way we send our content is more important than the content itself #VineMetrics
  5. 5. What is Vine? #VineMetrics 6 40millionsseconds
  6. 6. What is Vine? #VineMetrics
  7. 7. #VineMetrics Founded 2012 October January 2013 April June 2013 Launched
  8. 8. •  gif. culture •  Good for: –  Loop video –  How to video –  Teasers –  Creative #VineMetrics •  A story with a beginning and an end •  Good for: –  Promotional campaign –  Commercial style video –  Existing video
  9. 9. #VineMetrics VINE ARE TWEETED EVERY SECONDS 5 MARKETERS USE BRANDED VIDEO 87% TIMES MORE ENGAGING THAN BRANDED VIDEO 4x A BRANDED VINE buzzfork.com Why Vine?
  10. 10. #VineMetrics Humor Trends for Brands Do one thing Ask the expert
  11. 11. #VineMetrics simplymeasured.com Vine ROI 1.  Vines By The Numbers 2.  Comparing Media 3.  Break It Down 4.  Top Content
  12. 12. #VineMetrics Case Studies 5,900% Follower  growth   22 Number  of  Vines   358,358 Total  Engagement  (Likes,   comments,  revines)   490+Hashtag  menCons   #HappyAccidents Contest grapestory.co
  13. 13. #VineMetrics Case Studies grapestory.co 345% Follower  growth   10 Number  of  Vines   253,800 Total  Engagement  (Likes,   comments,  revines)   600+Hashtag  menCons   #6SecondScience Campaign
  14. 14. #VineMetrics Interviewees Tra To @thutrat Social Media Strategist Sam Kee @samkee101 Web Enthusiast Mark Avnet @mavnet 360iU Dean
  15. 15. #VineMetrics Is short formed video a great way to promote brand engagement? @thutrat Absolutely,  video  content  when  used  effecCvely  with  other   forms  of  digital  content  will  help  well-­‐roundedly  reinforce   brands'  image.  To  me,  one  of  the  most  interesCng  feature  of   social  media  is  the  that  it's  the  space  of  human  engagement.   Short  form  videos  help  brands  tell  their  stories  in  human   voices  and  in  creaCve  and  interacCve  ways.  Personally,  I  follow   many  fashion  brands  on  instagram  and  always  love  the   creaCve  ways  they  use  video  to  show  sneakpeak  of  new   campaigns/events.  They  are  so  short  and  usually  so  creaCve   that  it  captures  my  aPenCon  perfectly.    
  16. 16. #VineMetrics What is the future of short-formed social video? In  the  future,  probably  more  brands  can  crowd  source  creaCon  of  short-­‐ formed  contents,  tapping  into  boundless  creaCve  minds  with  low  or  even  no   costs.  Also  instead  of  only  brands  communicaCng  to  us,  more  of  us   consumers  can  create  short-­‐form  content  to  communicate  back  to  the   brands,  either  to  show  appreciaCon,  to  promote  brand  awareness,  or  to   suggest  improvements  by  the  brands. @samkee101
  17. 17. #VineMetrics Is Vine here to stay? @mavnet I  think  there  will  always  be  a  role  for  short  form  video  –  it  lets   us  reach  people  who  like  that  format,  at  Cmes  and  places   where  they  want  to  engage  –  but  it  may  not  always  be  Vine.   There  really  are  very  few  plaRorms  I'd  bank  on  being  around   for  a  long,  long  Cme  –  so  the  specific  plaRorm  may  come  and   go,  while  the  purpose  it  serves  will  live  on  and  evolve.  
  18. 18. #VineMetrics Question?

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