Twitter’s recently launched new app, Vine is the latest in ‘brevity sharing’. While Twitter’s micro-blogging service is restricted to 140 characters, Vine’s video platform is limited to six seconds of looping video. The video can be recorded in one hit or in several bursts to create stop-motion and animation short stories.
I prefer text. I’ve already made this confession on a previous post, ‘Why written content is not dead (but video is awesome)’. In it I stated that video is indeed awesome – there are fantastic films, ads and other breeds of moving pictures that educate, entertain, enlighten, inform and move us in ways that a page of words cannot, but I love a good page of cleverly compiled words. Sometimes, it’s patience that gets the best of me. Even a short (say, 3 minute) introductory video about a product or idea takes time to watch, whereas I can choose how long I scan a page of text for. There’s also the aspect of convenience and usability with video taking longer to load than a static page of copy.
So why do I really like Vine? Five main reasons:
1) It’s simple to use
2) It creates video, but at 6 seconds, an easily digestible amount of video
3) It’s shareable
4) It demands creativity
5) It has a huge amount of marketing potential
For those who haven’t seen what Vine does yet, here’s my first Vine creation:
Why Vine is so good
- There is no editing or filter option – it’s raw and demands the talents of a storyteller, not just someone who can make things look pretty.
- The interface is intuitive and simple to use.
- The ‘Explore’ function is solid. Users can quickly search for other Vines under ‘Editor’s Picks’, ‘Popular Now’ and a selection of twelve hashtag categories including #cute, #pets, #travel, #remake, #food, #howto and #sports
- Vine videos are immediately shareable on Vine, Twitter and Facebook as well as being easy to embed into blog posts. They can also be shared solely on Vine, Twitter or Facebook, or all at once.
- Six seconds is ideal for short attention spans.
- The potential for marketing and advertising is huge. Industries like travel, food & beverage, bars & restaurants, real estate, dating, beauty, film and theatre are naturally suited. Freelancers such as artists, photographers, musicians, music teachers, make-up artists, hairdressers and chefs will be able to get amazing messages across, too. With the constantly and increasingly rapidly changing landscape of advertising media, here is a tool that brands can use to share short, snappy messages with their consumers, for free. (For now).
But, will it last? What are the challenges?
Yes, Vine will last, but I don’t believe that it’ll be mainstream. It’ll be used effectively by certain industries and by creative minds, but there will be challenges.
- It’s still very buggy. This needs to be sorted quickly to better secure an engaged set of users.
- Lack of quality and creativity are threats to its usage – Vine will need to weed out all the crap and highlight the awesome videos.
- The censoring of inappropriate content is a challenge. Porn has already posed as a problem to Vine, as it has with sexually explicit images on Instagram and text on Twitter.
- Are hashtags enough? The ‘Explore’ categories are useful, but are they tailored enough to create a unique, relevant experience for the user? Not in my opinion.
Despite its challenges, I’m looking forward to seeing what’s produced with Vine…..the highlights of a destination, the before and after shots of a make-up artist in action, the freshly baked bread from a bakery, the ambience of a Surry Hills bar at 10pm on a Friday night….I want to see it all.
What are your thoughts on Vine’s potential?