In a world where staying connected equates to following profiles on Instagram, Twitter, Facebook, LinkedIn, etc, one has to keep up with the ever evolving social media wave. We are in the age of technology and technology has no room for Turtles, only Rabbits seek to apply here. But just when we finally got comfortable with snapchat, a real-time picture chatting app, Dom Hofmann and Rus Yusupov gives us a new carrot to chase.
Launched in January 2013, Vine is a new social media platform that allows users to create and share short looping videos that capture life in motion. Acquired by Twitter in October 2012, Vine’s focus helps integrate creativity, stop motion, and personal branding.
The current social climate aligns itself closely with ideals of elevator pitching. In the time it takes to get from one floor to another you are being judged on the quality of an idea and how well you can effectively communicate the message in a short amount of time. Twitter relegates tweeters to 140 characters and Vine has followed a similar concept. Users posts are constrained to 6 seconds, which the creators believe is just enough time to introduce and excite viewers. I like to refer to Vine as Youtube with ADD.
But what’s an app without Capitalism
The BBC has deemed aggregates of Vine “mesmerizing”, and notes that advertising agencies interest has quickly been peaked.
Brands and businesses now have another way to engage their customers. Seeing is believing (at least in this day and time). Vine users showcase their personalities to the world and from a business standpoint, showing a quirky fun side helps a company personify itself, which promotes an emotional connection to the brand.
With more and more people becoming unconscious and uncompensated marketers for different products and brands, advertising and public relation agencies have struck gold.
The app has recently introduced the #hashtag into its interface as a means to track trends. Hashtags are useful when you want to create and monitor visibility and its power when promoting a product or brand is extremely beneficial.
Vining finally allows business to not only monitor awareness, but also freely visualize how consumers use and perceive products in everyday life.
Unfortunately, we don’t live in a perfect world so Vine does have a host of kinks to work out, but the ultimate test of its stickiness in the market lies on its users.