Monday, February 11, 2013
50 years ago we only had a few media outlets: print, television, radio, and maybe one or two others. Now it seems we have a new media outlet everyday. Case in point: just the other day Twitter released Vine.
Vine, for those of you late to the party, is a 6 second video loop. Imagine Instagram for video, meets Twitter. Twitter calls it, “The best way to see and share life in motion." The 6 second lenth is the key here. Sally Hogshead states that with the increased volume of content these days, we only have 9 seconds to reach someone with our message. Putting constraints on the length of video gives marketers a new way to entice people to engage, and I have high hopes for Vine in the B2B world.
Keep in mind that Twitter is a micro blogging platform. I know that sounds crazy, since the largest users of Twitter are celebrities tweeting out important stuff like where they're having lunch. But brands need to figure out how to use Twitter correctly in the context of their business. "Post everything" tactics don’t work for B2B, but they do work for people whose life is their brand, because where they eat lunch is part of their brand. Nobody cares where your CEO is eating lunch. (Sorry, but it's true.)
Understanding how and why we use Twitter will help shed some light on how we can use Vine. If you look at a vast majority of business tweets, you'll see that most of us use Twitter to promote content. So think of Vine as another way to promote content by creating “trailers” - in video format, rather than text. We can now publish "trailers" for good content, hoping people like the trailer enough to check out the full piece of content!
We all know some of our best pieces of content are video, so I am very bullish on the potential for Vine in the business world. Here are some great examples of how you can leverage Vine in your next campaign:
We all have client success case studies posted on our site. (If you don't, you should!) We typically promote these when they come out, and every now and then in a drip program. If we look at Vine, we can now leverage video to put out a real trailer for the case study. This can play to all of our audience, and it's only 6 seconds long - which is great, since your audience is more likely to watch a 6 second clip than a longer video.
2) Share product clips:
This is an easy example, and I hope everyone is already thinking this. What if you showed a short clip of how your product changed someone’s day? This can be easily shot with over a long period of time, and edited down to a time-lapse 6 second video. Get creative!
3) Create highlight reels:
Want to promote your webinar? Have someone list the questions you are going to answer in the webinar. Get creative and even build a real trailer for your webinar, or any other event.
Still not sure where to start? Get inspired by the pros by going to the movies! Watch the trailers and observe how they create demand for a movie. Learn their techniques of summing up a 90-minute, multi million production in a minute or two. Movie studioes have been creating short videos for years, so there are many things we can learn from them as we dive into this new video format.
The most important thing to remember about Vine is that it is new. It's not something you should devote a ton of time to yet, but it is smart to understand how it can be used, and know when to use it. I am hopefull that it will become easier to use - and more powerful - as time goes on.
Looking for more tips to connect with your audience through Twitter? Check out 140 Twitter Marketing Tips.