With insights from Jason Moosikkamol, Associate Content Strategist
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:
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.