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How do brands build engagement on Vine?
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Vine: What’s in it for brands? @vanngoq
#VineMetrics
Short-formed video is the future
1-5
140 #VineMetrics
• Short attention span is to blamed
is how long it takes for 32% of consumers deem a site is slow
seconds
characters or less posts do better
theguardian.com
ere.net
Short-formed video is the future • People spend more time on visual content site than others
#VineMetrics
1:38
1:17
0:36
0:17
0:06
*hours
Medium Theory
• The medium is the message
• It projects the sociocultural context of the world we live in
• The way we send our content is more important than the
content itself
#VineMetrics
What is Vine?
#VineMetrics
6 40 millions seconds
What is Vine?
#VineMetrics
#VineMetrics
Founded
2012 October
January 2013 April June
2013
Launched
• gif. culture
• Good for:
– Loop video
– How to video
– Teasers
– Creative
#VineMetrics
• A story with a beginning
and an end
• Good for:
– Promotional campaign
– Commercial style video
– Existing video
#VineMetrics
VINE ARE TWEETED
EVERY SECONDS
5 MARKETERS USE
BRANDED VIDEO
87%
TIMES MORE ENGAGING
THAN BRANDED VIDEO
4x A BRANDED VINE
buzzfork.com
Why Vine?
#VineMetrics
Humor
Trends for Brands
Do one thing
Ask the expert
#VineMetrics
simplymeasured.com
Vine ROI
1. Vines By The Numbers
2. Comparing Media
3. Break It Down
4. Top Content
#VineMetrics
Case Studies 5,900% Follower growth
22 Number of Vines
358,358 Total Engagement (Likes, comments, revines)
490+ Hashtag menCons
#HappyAccidents Contest
grapestory.co
#VineMetrics
Case Studies
grapestory.co
345% Follower growth
10 Number of Vines
253,800 Total Engagement (Likes, comments, revines)
600+ Hashtag menCons
#6SecondScience Campaign
#VineMetrics
Interviewees
Tra To @thutrat
Social Media Strategist
Sam Kee @samkee101
Web Enthusiast
Mark Avnet @mavnet
360iU Dean
#VineMetrics
Is short formed video a great way to promote brand engagement?
@thutrat
Absolutely, video content when used effecCvely with other forms of digital content will help well-‐roundedly reinforce brands' image. To me, one of the most interesCng feature of social media is the that it's the space of human engagement. Short form videos help brands tell their stories in human voices and in creaCve and interacCve ways. Personally, I follow many fashion brands on instagram and always love the creaCve ways they use video to show sneakpeak of new campaigns/events. They are so short and usually so creaCve that it captures my aPenCon perfectly.
#VineMetrics
What is the future of short-formed social video?
In the future, probably more brands can crowd source creaCon of short-‐
formed contents, tapping into boundless creaCve minds with low or even no
costs. Also instead of only brands communicaCng to us, more of us
consumers can create short-‐form content to communicate back to the
brands, either to show appreciaCon, to promote brand awareness, or to
suggest improvements by the brands. @samkee101
#VineMetrics
Is Vine here to stay?
@mavnet
I think there will always be a role for short form video – it lets us reach people who like that format, at Cmes and places where they want to engage – but it may not always be Vine. There really are very few plaRorms I'd bank on being around for a long, long Cme – so the specific plaRorm may come and go, while the purpose it serves will live on and evolve.
#VineMetrics
Question?