The End of Vine: Considerations for Marketers


With insights from Jason Moosikkamol, Associate Content Strategist

BACKGROUND

As of late October, it’s been announced that Vine, a video sharing service owned by Twitter, will soon be shutting down. Vine was first launched in Q1 of 2013 and instantly became an outlet for users to share quick six-second videos through social media. For now, users will still be able to “access and download…Vines.” The company plans to notify users before any further changes are made to the site (Vine).

And while Vine has recently faced its share of struggles, Twitter’s other video product, Periscope, is thriving. This is in part due to Periscope’s recent launch of ad servicing, allowing brands to purchase spots during live broadcasting. Videos shared on Vine were purely organic; because of this, marketers were unable to tailor their messages to a specific demographic.

The end of Vine can only make way for other platforms to increase their user base. Similar apps like Snapchat, Twitter’s Periscope – and now, Facebook LIVE has made an appearance into the mix – have the opportunity to capture new users based on intent and interests.

To demonstrate, Facebook LIVE and Twitter’s Periscope have extremely similar qualities, but cater to different audiences based upon need. While Facebook LIVE mainly caters to consumers who have actively expressed previous interest in specific products, Twitter’s Periscope has less of a demographic focus, but places a sense of urgency on video viewing. Through Vine, users were – in a sense – challenged to be creative with only six seconds of film time. As a social network owned by Twitter, Vine gave users the opportunity to search for other users by username and hashtag, producing a timeline of video updates. But now, as other video platforms like Snapchat are becoming more advanced and leveraging more momentum, the “want” for six-second videos has slowly dissipated.

CONSIDERATIONS for MARKETERS

Brands now have the opportunity to garner new users – particularly those looking for similar video sharing networks. By considering the following, brands can easily target former Vine users:

  • Increase Native Video Sharing: Millennials are naturally drawn towards video sharing services. Reigning as the majority demographic, younger users have been the main target for platforms like Vine and Snapchat. The difference between these two networks is that Vine never offered ad servicing. Knowing this, brands should leverage the opportunity to enlist influencers and/or encourage consumers to share videos, ultimately promoting interaction and discussion around the brand.
  • Leverage Ad Campaigns: While organic video sharing can take brands a long way, it’s important to spread tactics across various channels. By utilizing video sharing platforms like Snapchat and Twitter’s Periscope, brands have the ability to reach millennials through strategies that were previously not available.
  • Catering to Consumer Intent: Brands can easily cater to consumer intent in different ways through various channels. The targeting options within Facebook LIVE are much more in-depth than that of Twitter’s Periscope and Snapchat. However, all three offer benefits in various ways.
    • Snapchat: As Snapchat recently launched behavioral targeting, brands can use this to their advantage. By gathering insights into their target audiences’ interests, brands can develop their own video clips to display to the right users at the right time.
    • Twitter’s Periscope: Because Periscope utilizes Twitter’s audience base, it can generate quite a large viewership. Although not as direct and concise, brands can still leverage Periscope to reach a wide audience, allowing user interaction (retweets, likes, replies) to fuel awareness and engagement.
    • Facebook’s LIVE: Through Facebook’s most recent addition, Facebook LIVE gives brands the opportunity to target a more narrowed audience. By leveraging this platform, brands can display videos to consumers who have previously expressed interest in their product or service. This might include users who have liked the branded Facebook page, users who have mentioned/tagged the brand in comments or posts, users who have uploaded an image of a branded product, etc.
  • Generating Experiences: Social networks have become a popular marketing channel because consumers crave experiences. More than anything, users look for content that has less of a sales spin and is seemingly more natural. Brands need to encourage consumer-generated content as well as create their own customized content that speaks to the consumer’s needs and wants.

Looking forward, the shutdown of Vine won’t have a great impact on brands. However, marketers need to continue fueling personalized content through both organic and paid channels to reach the right consumers, at the right time.


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