In part one of this series, we discussed the basics of Vine and why it should play an integral role in your company’s content marketing strategy. However, knowing the history of this mobile video sharing app and what it is simply isn’t enough to augment sales, bolster brand awareness and secure leads.
Sure, it helps to know that Vine videos are four times more likely to be shared than branded online videos and that four days worth of YouTube videos are shared on Twitter every minute. But, in today’s image-centric and social media driven world, it is most vital to know how this critical tool can be leveraged to support your unique business objectives. Otherwise, these numbers have no meaning.
Here are some examples of how to use Vine the right way.
#Appropriately Use Hashtags
Imagine breaking a Vine world record – and more importantly, all of the awareness your brand would get. That’s exactly what (RED), an organization dedicated to funding and fighting the AIDS epidemic, and Mashable, a top tech and social media news provider, did when they recently broke a record for the most Vine videos uploaded in one day.
Why it worked: The companies strategically implemented the use of a hashtag with their Vine initiative, which only furthered the campaign. It’s no surprise that on average, two Vine videos were being posted per minute using the hashtag #REDWorldRecord, which trended throughout the entire day. In fact, tweets that have one to two hashtags experience 21 percent more engagement than regular tweets. Even more, tweets with hashtags are twice as likely to be retweeted. This means your brand, initiative, sale, or whatever it is you’re trying to get out there is twice as likely to be noticed by prospects and customers.
How do hashtags do this? By targeting a number of diverse wants and needs to build a community of followers. By indexing customer emotions, allowing them to recommend products, find experts and connect with like-minded people, the combination of hashtags with Vine can be your ultimate secret weapon (when used appropriately, of course).
Keep the Content Flashy, Short and Steady
Research shows that shorter tweets are better received. In fact, posts under 100 characters enjoy a 21 percent higher interaction rate. This leaves marketers with a very hard question to answer: “How can I pack a punch in as little as 100 characters?”
Vine answers this question simply and immediately. Let the content speak for itself. Keep the video flashy and fun (seeing how the video is constricted to no more than seven seconds), but also keep it steady. It’s a video, meaning it shouldn’t be tilted at odd angles or shaky. The last thing you want to do is give your viewer a headache. British GQ – the UK edition of the popular men’s magazine – definitely understood this with its latest Vine post from a fashion show.
Why it worked: The only text that should be accompanying the video should be a hashtag or an opinion. British GQ’s tweet read: “And the award for best runway so far goes to Rag & Bone’s rather impressive revolving mirrors #lcm.”
Not only is this post fun, engaging and catches your attention, but best of all, it’s only 98 characters. While the video itself has a lot going on, it’s just enough to not make you want to turn away.
What tips do you have for sprucing up Vine posts? Share with us in the comments section below!