This document discusses the social media platform Vine and how brands can use it to engage online audiences. It provides statistics on Vine's growth and usage. It then discusses how brands have successfully used Vine by starting small with short-form video content. It emphasizes creating creative content in Vine's 6-second format. Finally, it lists some metrics brands can use to measure the effectiveness of their Vine campaigns, such as follower growth, shares of videos, mentions, and engagement over time.

1. nick westergaard | branddrivendigital.com | spring 2015
social spotlight
Vine
Building Your Brand Online
Six Seconds at a Time

2. Photo via Flickr user Steve Snodgrass
What Is Vine?

3. Vine: Social Spotlight
‣ By the Numbers
‣ How Brands Engage
‣ Things to Remember

4. 1
Vine by
the Numbers

5. 40 millionvine users in the first seven months
— smaller but rate is impressive
Source: Twitter

6. 403% growth
between first and third quarters of its first year
Source: Mashable/Statista

7. 12 millionvine videos uploaded to twitter daily
Source: Twitter

8. 100 millionpeople watch vine videos each month
Source: Twitter

9. Over a billion
vine loops are played daily
Source: Twitter

10. 5 Vinesare tweeted every second
Source: Twitter

11. 4xa branded vine video is four times more likely to be
viewed than a regular branded video
Source: comScore

12. 5 tweets/sec
contain a vine link
Source: 7th Chamber

13. 10AM–11AM
are the hours most vines are posted
Source: Buzzfork

14. Micro-Content Matters
Photo via Flickr user melenita2012

16. 2
How Brands
Engage

17. Photo via Flickr user wittco.gmbh
Start Small =
Instagram, Vine

18. “– larry smith, founder of six-word memoir® project
LIMITATIONS
force us to be
more CREATIVE.”

19. Photo via Flickr user clasesdeperiodismo

21. Smaller Increments of Strategy

22. Smaller Increments of Strategy

23. #WantNewCar
the first day of honda’s vine campaign brought the
car brand 1,020 new followers (compared to its 6-
mo. avg. of 242 new followers) and 2,292 mentions.
Source: Socialbakers

24. Helping Customers in Six Seconds

25. Short-Form Content

26. Build Larger Fires from Vine Tinder

27. 3
Things to Remember
About Vine

28. Vine Measurement
‣ Total followers
‣ Revines
‣ Total brand mentions
‣ Sentiment (+/- talk about your brand)
‣ Reply ratio (what % are replies)
‣ Profile views
‣ Number of clicks per tweet
‣ Engagement by day/time
‣ Referring links on site

29. Which Brands Do You Follow?

30. nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?
blog: branddrivendigital.com
podcast: onbrandpodcast.com
twitter: @nickwestergaard