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Six Seconds to Connect: An NGO's Guide to Vine
- 1. Six Seconds to Connect An NGO’s Guide to Vine By: Erica Gray erellgray@gmail.com
- 2. Outline • Overview of Vine • Applications • Case Study • Pros + Cons • Conclusion “Explore a world of beautiful, looping videos.”
- 3. What is ? • Launched in 2013 • Video sharing service • Social network • Owned by Twitter • 6 second looping clips • User created
- 4. Functionality • Multiple ways to browse: channels, tags, playlists, etc. • View counting • Follow + be followed • Verified accounts
- 5. Key Feature: Integrated Sharing <>
- 6. User Base • 40 million users • Strong web presence • Apps for multiple platforms • Young demographic Most users are 18-20 years old. 56% female users
- 7. “There are underlying dynamics that are affecting young people everywhere – changes in demographics and technology, economics and politics that are bringing together this unique moment in history. Young people are at the heart of today’s great strategic opportunities and challenges, from rebuilding the global economy to combating violent extremism to building sustainable democracies.” Hillary Rodham Clinton, “Youth Rising,” Tunisia, February 25, 2012
- 8. Applications • Communication • Advocacy • Fundraising “Every piece of content should be as long as it takes to convey the message, and no longer.”
- 9. • Active since 2013 • Most followers of any NGO/IGO • Effective use of tools available • Connecting with the public • Could be better with posting 326, 462 loops = 22.6 days
- 12. Pros and Cons Benefits • New audiences • Easy interaction • Humanize your brand • Belief that “constraint inspires creativity” Challenges and Drawbacks • 6 second time limit • Difficult to get right • Very competitive • No category for politics or charity
- 13. Why use Vine? • Our industry relies connecting with people • Vine can connect us to younger generations • Complimentary to other social media
- 15. Resources for Learning Vine Blog http://blog.vine.co/archive Ideal Lengths for Online Media http://www.adweek.com/adfreak/infographic-ideal-length-everything-online- tweets-youtube-videos-160972 General Social Media Website http://go.classy.org/ Stats, Tips and Tricks for Vinehttp://brandongaille.com/15-twitter-vine- statistics-trends-and-tricks/
Editor's Notes
- As we are learning in several of our classes, brevity is one of our greatest assets in getting a message across to our audience. So I’m going to be looking at potential applications for Vine in the International Development sector.
- Launched in early 2013, Vine is a short form video sharing service and social network. Vine was acquired by Twitter shortly before it was made public. A Vine is a 6 second looping clip, created by a user with the tools on the smartphone app. Videos are generally accompanied by a short caption and most content is entertainment based. It is easy to create content, the process for creating is similar to Instagram. Hold your thumb to record, you can do this multiple times to create different scenes. Last year an update enabled users to upload video from another source as well, allowing for the creation of more professional looking videos.
- When you upload, you have the choice of adding a caption with tags and selecting a channel to post under. You also have the option to share on facebook, twitter and tumblr. One great aspect is that users are able find content a number of ways, though most are only available on the website.
- With integrated sharing and the ability to link other social media accounts, users only need to click a button to share content on Facebook, Twitter and Tumblr on mobile; and all of the above plus Pinterest or embedded links through the website
- 5 times every second a vine is tweeted. We live in a world with accessible 4G internet speeds that make uploading and consuming video on-the-go easy. The past five years have seen mobile video consumption grow exponentially. With the ongoing popularity of short form video sharing apps like Vine and Instagram, tt comes as little surprise that since the year 2000 the average attention span dropped from 12 seconds to eight seconds.
- Vine has an estimated 40 million users and a strong web presence along with dedicated apps available for iOS, Android and Windows devices. Vine’s users are predominately teenagers, with the majority between 18-20. So why, when we know our individual donors are older, should we use Vine in our social media strategies? The answer is simple: youth are not only our future donors, they are also our future politicians, CEOs and policymakers.
- I’m not the biggest fan of Hilary Clinton, but found this quote that I think is particularly relevant when we are looking at different types of social media, especially those that skew younger. It is imperative that we in the NGO sector keep the global youth informed, involved and engaged as active participants in development of the world they will inherit.
- In much the same way as the more traditional television medium, Vine can be used for communication, advocacy, fundraising and even news, but in a way that is more suited to our fast paced world. It’s greatest strength is as a concise form of communication through one off videos or micro campaigns. The ability to add captions with links and hashtags enables NGOs to ask for donations, raise awareness of issues and redirect people to other websites. It can be used to put a face on development, or even the agency itself and demonstrate the projects they are working on and their effectiveness.
- UNICEF has been active on Vine since the beginning. It has the most followers of any of the NGOs/IGOs I came across, though interestingly not the most loops. In my opinion, they have done an excellent job of communicating through Vine to build a connection with the public, though they could be more active. Here you can see they’re thanking their supporters.
- This is part of an ongoing series of cartoon videos that deal with serious subjects. These videos are based on real boys and girls, and serve to humanize the children around the world that are being affected by development or emergency situations. These videos are an effective use of everything vine has to offer for communication. Making use of the caption alongside the video, UNICEF is able to create a high impact piece. In just six seconds, the creative storytelling forges an emotional connection with the viewer that is hard to forget. They are all really well done and I encourage everyone to check out the rest.
- Here’s one where they show exactly what kind of work they do. These boxes provide enough supplies for one teacher and 40 children. I thought it was kind of neat to see what exactly goes into these.
- Vine has a potential to reach an audience that is used to acquiring more information more quickly. Because of the seamless integration with other social media, users are able to spread videos to an even broader audience that doesn’t necessarily use Vine. This integration, along with the inbuilt social nature of the site allows for easier interaction. The culture of the site makes it easier to humanize your brand in a creative way. It is difficult to get a coherent message across in the limited amount of time and there is the challenge of creating attention grabbing content that will entice people to follow or share. Your vines may be overlooked if they don’t use popular tags or come from an already well known account. There are no special categories for politics or charities, only News. Another challenge is user expectations. Vines tend towards the lighthearted and whimsical and though I have seen serious vines used effectively and appropriately, I think it remains a challenge to do so. Does anyone else have thoughts on that? Difficult to get right No category for politics or charity 6 second time limit User expectations
- In an Industry that relies so much on connecting with people, it is important to remain competitive. With strategic time investment and a bit of creative flair, Vine has the potential to be an excellent way to connect with the technology generation to get them aware and thinking about big issues. It is also a means of preparing ourselves for how to deal with new generations of donors who have different ways of experiencing the world than our existing group. I’m not saying it’s the holy grail but as one tool among many, Vine has the potential to help us achieve our goals.