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.

1. presents
The Marketer’s Guide
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2. Enables Visually Rich, Social Content Creation
Vine
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 Numbers
In
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
videos
Sta9s9cs:
AdWeek,
Unruly
Media
“The
science
of
surprise
can
be
used
to
deliver
a
message
in
a
deeply
compelling
way.”
-­‐
Krista
Peck,
M.S.
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3. The Psychology of Surprise
Vine Is Growing Because We Love To Share Experiences
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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 and
experiences via social platforms satisfies three basic human
needs: love/belonging, esteem, and self-actualization.”
In a survey of 2,500 people conducted by The New York Times
Customer Insight Group on the psychology of sharing, the results
revealed:
• 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 the
world.
• 73% share to connect with others with similar interests.
• 78% share because it allows them to connect with people that
they might not have the opportunity to otherwise.
• 84% share because it is a way to support issues they care about.
General
Electric
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5. Best Practices For Vine
The 7 Do’s For Vine Videos
1. Do develop a strong, emotional narrative to communicate a focused
message.
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 to
your Vine audience.
7. Do remember to use up to three relevant hashtags for your Vine
entries so they can easily be found by other Vine users. Kate
Spade
In order to be successful with any social media platform, it is important to
understand the context in which you are using it and why. Vine forces its users
to create short form narrative with extreme time constraints; the way in which
stories or messages are constructed must be concise.
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6. Best Practices For Vine
The 3 Don’ts For Vine Videos
1. Don’t try to pack too many messages into one clip. Leave
complex storytelling for other mediums.
2. Don’t be fake. While you want to put your best foot
forward, remember that your audience will know when
you are not being authentic.
3. Don’t forget that by using Vine, it becomes one of your
brand’s properties. Be sure that it properly reflects your
tone of voice and brand ethos.
Lowes
“Because of the way Vine was designed to focus on a single
emotion or feeling, there is less room for fake or overly produced
content. Marketers would do well to capture Vines with authentic
themes that communicate a real moment.”
- Jon Fahrner, CEO, BumeBox
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7. How Lucky Magazine Finds Fashionable Vine Success
"The best Vines take time. Stop motion Vines,
which are by far the most successful in my
experience, are no simple task. That's slightly
discouraging because the nature of the platform
is quick, but you have to give the people what
they want. Some individuals and a few brands
have created small masterpieces doing this. All
in all, it's worth it."
- John Jannuzzi, Contributing Digital Editor,
Lucky Magazine
Lucky
Magazine
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8. There are thousands of examples of how people, brands, and
marketers are using Vine, but the following nine are
particularly noteworthy:
Bacardi UK created a six second video on how to successfully
make a killer rum and coke.
BuzzFeed took followers inside their New York headquarters to
show how their staff “gets down.”
GE illustrated the way in which innovation starts at the
drawing 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 is
no wonder that some brands are quick to jump in and experiment with it. However, success for Vine does not hinge on
early adoption by brands; rather, it depends on whether it can make the transition from emerging technology to an
emerging cultural practice like Instagram and Pinterest.”
– Raman Kia, Executive Director of Digital Strategy, Conde Nast
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9. Jimmy Fallon created a video of comedic genius called “The
Beginning” that successfully ends the six-second loop with its
beginning.
The Wolverine by 20th Century Fox created a six-second trailer
for the July 26th release of its latest installment of the X-Men
spinoff.
Fast Company experimented with Vine at its Innovation
Conference, where it challenged attendees and speakers to
complete the sentence, “Innovation is...” on Vine, and then
embedded it on their website in a social micro portal.
UO X Converse launched the “Where do your Chucks Go?” Vine
contest.
7 Great Brand Uses Of Vine
9

10. Making Vine Work For Your Brand
“Don’t miss opportunities to leverage Vine for advertising, PR, or awareness purposes. As hashtags track
trending topics and conversations growing rapidly in real-time, you may find opportunities that allow
you to earn your way into a conversation organically instead of with paid initiatives.”
- Jon Fahrner, CEO, BumeBox
As marketers using Vine as a connective tool, we must remember to:
1. Play To Emotion: Marketers should ensure that they are publishing
Vines that capture emotions that lead to value alignment with the
target audience. Vine is designed to capture the mood or tone of a
moment. The more emotion, the better the response. If a Vine is
funny, sad, inspiring, contemplative, or provoking, then you have
succeeded.
2. Use Hashtags Well: With the introduction of trending hashtags,
tagging a Vine well is important, as it allows for easy discovery, as is
the case on Twitter. See Bumebox’s Guide To Hashtags for more.
3. Keep Storytelling Simple: Vine can be leveraged as a simple, but
powerful storytelling tool. Since Vine is mobile, it is the perfect
application for grabbing a variety of content.
Khoa
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11. Leveraging Video In Social
Leveraging Visual And Interactive Platforms
Technology is empowering today's consumers with smarter devices,
internet availability nearly everywhere, crisper screens, and networks
that push an overwhelming stream of content to them around the
clock.
pinot
“As social networks like Vine achieve scale, content producers need to reach occupied
audiences across them. This visual culture calls for a new level of expertise in
content design, storytelling, and influence where art and science must meet to
capture consumer attention and put it to work,” says Brian Solis, author of What's the
Future of Business (WTF) and principal analyst at Altimeter Group.
In our highly visual culture with mobile as the new default, Vine
unites message and medium to create immersive, addictive new
experiences — perfect for brands seeking simple, concise storytelling
solutions.
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12. We Hope You’re #GetYourVineOn
Create Content That Drives Culture –
Awareness, Reaction, Conversation, and
ultimately Action.
The Information in this guide shows best
practices and use by individuals, brands and
causes. Your results will vary based upon your
campaign and overall objectives. Please take
that into consideration.
Also, we advise consulting your legal advisor
before leveraging user generated content in
your online and offline marketing initiatives
as social networks and platform restrictions
must be considered.
– The Bumebox Team
Contact Us:
General: hello@bumebox.com
Partnerships: sales@bumebox.com
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