This document provides an overview and discussion of the Vine app, which allows users to create and share 6-second looping video clips. It notes that Vine was recently acquired by Twitter and that brands can use it to quickly create brief, sharable video content. While the short format provides challenges for storytelling, it also allows for timely responses to trends. The document outlines pros and cons for brands using Vine and recommends ways brands can engage audiences through sharing Vines and encouraging fan-generated content.

1. Brunner POV:
Vine
2/12/13

2. What is Vine?
Recently acquired by Twitter, Vine is an iOS app that allows users to create 6-second
video loops that can be embedded directly into Twitter posts.
"Posts on Vine are about abbreviation -- the shortened form of something larger.
They're little windows into the people, settings, ideas and objects that make up your
life. They're quirky, and we think that's part of what makes them so special.“
- Vine Blog

3. Show Me a Vine!
Okay! Click to view:

4. Vinepeek: fun, but NSFW
Vinepeek is a real-time stream of all new Vines as they’re posted. Close your office
door (or put on headphones) and watch the world in 6-second bites:

5. What’s it Good For?
Brands can use Vine to quickly create bite-sized videos that are sharable across social
properties (currently, Twitter and Facebook – more networks coming soon.)
Pros:
• It’s fast: Brands can leverage trending news and topics to create timely video
content that feels very authentic. Can quickly create serial episodes to tell a longer
story.
• It’s (almost) free: All it takes is an iPhone and a little bit of time.
• It’s on trend: The majority of US smartphone users crave video content:

6. Where’s the Bad?
Cons:
• It’s short: It’s hard to tell a good story in 6 seconds (but it can be done)
• It’s only available on iPhone: If you’re not on iOS, you’re out of luck for now.
• It’s (potentially) naughty: The App Store recently gave Vine a 17+ age restriction to
download due to quick adoption by adult content sites, limiting the potential user
base to those 17 and older.

7. So What?
• Vine offers brands a quick way to dip a
toe into video content creation. Think
product sneak previews, behind-the-
scenes info, funny vignettes, and how-
to’s.
• Sharing Vines related to your product
category / lifestyle can further engage
your social media fan base.
• Encouraging fans to post their own Vines
with a branded hashtag will build the
brand’s video assets and encourage
sharing.

8. Recommended Reading:
See How other Brands Use Vine
Visit the link below for a nice gallery of other brands experimenting with Vine:
http://blog.hubspot.com/blog/tabid/6307/bid/34144/How-15-Real-Businesses-Are-
Getting-Creative-With-Vine-for-Marketing.aspx