How do brands build engagement on Vine?

1. Vine: What’s in it for brands?
@vanngoq
#VineMetrics

2. 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

3. 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

4. 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

5. What is Vine?
#VineMetrics
6 40millionsseconds

6. What is Vine?
#VineMetrics

7. #VineMetrics
Founded
2012
October
January 2013
April June
2013
Launched

8. • 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

9. #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?

10. #VineMetrics
Humor
Trends for Brands
Do one
thing
Ask the
expert

11. #VineMetrics
simplymeasured.com
Vine ROI
1. Vines By The Numbers
2. Comparing Media
3. Break It Down
4. Top Content

12. #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

14. #VineMetrics
Case Studies
grapestory.co
345%
Follower
growth
10
Number
of
Vines
253,800
Total
Engagement
(Likes,
comments,
revines)
600+Hashtag
menCons
#6SecondScience
Campaign

16. #VineMetrics
Interviewees
Tra To
@thutrat
Social Media Strategist
Sam Kee
@samkee101
Web Enthusiast
Mark Avnet
@mavnet
360iU Dean

17. #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.

18. #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

19. #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.

20. #VineMetrics
Question?