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Mark Jones is a freelance writer based in Devon, covering the latest developments in mobile tech, social media and gadgets since 2010.

Viners and the brands taking advantage of Vine

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In our new blog series we’ve hooked up with Devon-based technology writer, Mark Jones, to look at the latest digital platforms and practices. Mark doesn’t live far from our Loop base so we thought: why not, let’s write a series of blogs together. So let’s explore emerging online opportunities and the internet as a hot-bed of creativity – starting with Vine.

Vine and the brands making the most of the online platformIt hasn’t even celebrated its first birthday yet but Vine has already drawn a lot of attention from marketers looking to take advantage of the platform.

Just like YouTube it took no time for a healthy community of content creators to evolve and a few people from that community, including second most-followed Viner Nicholas Megalis, have already been courted to produce content for big brand names. 

With Vine you only have six seconds to impress, tell your story or simply get a laugh.

In the case of Megalis, his collection of videos and 2.3m followers has attracted the attention of Virgin Mobile and Trident Gum, adding to his celebrity status. The ‘Gummy Money’ Vine he created went on to become one of the most popular posts on the app. 

As well as Megalis, Virgin Mobile collaborates with other users promoting its brand through product placements and contests. 

Instant uptake amongst brands

Although Instagram has been around longer, and now has its own video feature, Vine is proving to be an increasingly big draw to advertisers. Its six-second looping video clips seem to encourage a level of quirkiness and creativity that normal video doesn’t.

As millennials are its key demographic it’s not surprising that at the forefront of companies taking advantage of the app are fashion labels, promoting clothes and shoes, as well as snack and fast-food producers such as Taco Bell and MacDonald’s

More interestingly General Electric has made a name for itself on Vine by creating videos that are short science lessons or scientific demonstrations. Perfect for a young audience with a short attention span!

Even Microsoft took to the app to promote Internet Explorer 10 with a series of clips which turned out be quite popular.  

Airbnb, the US-based holiday rental company, is the latest brand to take advantage of Vine. It recently released a short film made up entirely of Vines submitted to the company. The film is about “travel, adventure and finding your place in the world” and is told through a piece of paper. 

Watch AirBnB’s film made up entirely of Vines 

 

 

At the last official count: Vine had 40m registered users and despite some stiff competition from Instagram video, which has the advantage of Facebook integration, it is clearly an important and growing platform for promoting a brand and engaging with fans. 

Other Vines mentioned

 

Watch Nicholas Megalis' Gummy Money

 

For great tips about using Vine

 

Six simple Vine tips via the Twitter blog

12 ways to make your video stand out via Mashable

 

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Guest Saturday, 18 November 2017

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