Vine: What’s in it for brands? @vanngoq  

#VineMetrics  

Short-formed video is the future

1-5

140 #VineMetrics

•  Short attention span is to blamed

is how long it takes for 32% of consumers deem a site is slow

seconds

characters or less posts do better

theguardian.com

ere.net

Short-formed video is the future •  People spend more time on visual content site than others

#VineMetrics

1:38

1:17

0:36

0:17

0:06

*hours

Medium Theory

•  The medium is the message

•  It projects the sociocultural context of the world we live in

•  The way we send our content is more important than the

content itself

#VineMetrics

What is Vine?

#VineMetrics

6 40 millions seconds

What is Vine?

#VineMetrics

#VineMetrics

Founded

2012 October

January 2013 April June

2013

Launched

•  gif. culture

•  Good for:

–  Loop video

–  How to video

–  Teasers

–  Creative

#VineMetrics

•  A story with a beginning

and an end

•  Good for:

–  Promotional campaign

–  Commercial style video

–  Existing video

#VineMetrics

VINE ARE TWEETED

EVERY SECONDS

5 MARKETERS USE

BRANDED VIDEO

87%

TIMES MORE ENGAGING

THAN BRANDED VIDEO

4x A BRANDED VINE

buzzfork.com

Why Vine?

#VineMetrics

Humor

Trends for Brands

Do one thing

Ask the expert

#VineMetrics

simplymeasured.com

Vine ROI

1.  Vines By The Numbers

2.  Comparing Media

3.  Break It Down

4.  Top Content

#VineMetrics

Case Studies 5,900% Follower  growth  

22 Number  of  Vines  

358,358 Total  Engagement  (Likes,  comments,  revines)  

490+ Hashtag  menCons  

#HappyAccidents Contest

grapestory.co

#VineMetrics

Case Studies

grapestory.co

345% Follower  growth  

10 Number  of  Vines  

253,800 Total  Engagement  (Likes,  comments,  revines)  

600+ Hashtag  menCons  

#6SecondScience Campaign

#VineMetrics

Interviewees

Tra To @thutrat

Social Media Strategist

Sam Kee @samkee101

Web Enthusiast

Mark Avnet @mavnet

360iU Dean

#VineMetrics

Is short formed video a great way to promote brand engagement?

@thutrat

Absolutely,  video  content  when  used  effecCvely  with  other  forms  of  digital  content  will  help  well-­‐roundedly  reinforce  brands'  image.  To  me,  one  of  the  most  interesCng  feature  of  social  media  is  the  that  it's  the  space  of  human  engagement.  Short  form  videos  help  brands  tell  their  stories  in  human  voices  and  in  creaCve  and  interacCve  ways.  Personally,  I  follow  many  fashion  brands  on  instagram  and  always  love  the  creaCve  ways  they  use  video  to  show  sneakpeak  of  new  campaigns/events.  They  are  so  short  and  usually  so  creaCve  that  it  captures  my  aPenCon  perfectly.    

#VineMetrics

What is the future of short-formed social video?

In  the  future,  probably  more  brands  can  crowd  source  creaCon  of  short-­‐

formed  contents,  tapping  into  boundless  creaCve  minds  with  low  or  even  no  

costs.  Also  instead  of  only  brands  communicaCng  to  us,  more  of  us  

consumers  can  create  short-­‐form  content  to  communicate  back  to  the  

brands,  either  to  show  appreciaCon,  to  promote  brand  awareness,  or  to  

suggest  improvements  by  the  brands. @samkee101

#VineMetrics

Is Vine here to stay?

@mavnet

I  think  there  will  always  be  a  role  for  short  form  video  –  it  lets  us  reach  people  who  like  that  format,  at  Cmes  and  places  where  they  want  to  engage  –  but  it  may  not  always  be  Vine.  There  really  are  very  few  plaRorms  I'd  bank  on  being  around  for  a  long,  long  Cme  –  so  the  specific  plaRorm  may  come  and  go,  while  the  purpose  it  serves  will  live  on  and  evolve.  

#VineMetrics

Question?