Vine…the Future of Advertising?

Vine-logo

Who has heard of the Vine application? If you haven’t, that is a little strange. Vine is a smartphone application that is owned by Twitter and it is one of the most widely used video sharing platforms in the world. In short, Vine allows users to take six second videos while recording through it’s in-app camera. The camera records only while the screen is being touched, enabling users to edit their video on the fly and create stop-motion effects.Vine seems to have endless opportunities when it comes to creativity, and as an advertising and public relations student I feel like Vine is an excellent opportunity for brands to promote themselves in ways that have yet to be the thought of.

But how can brands that have traditionally used 30 to 60 second video advertising’s spaces cut down to only 6 seconds and still remain effective? The theory behind the entire Vine app is that the its perceived weakness, is actually its strength, meaning the time limit on the application is actually meant to inspire creativity. This being the case, it makes a tremendous amount of sense that Twitter would buy Vine for$30 million within the first year of its existence. Twitter is in itself a success story of this theory, by forcing people to write less (140 characters) they are inherently forced to become more creative with each message tweeted.

Below are two videos: The first video briefly sums up the possible direction that advertising is heading and how Vine plays a large part of it. The second video is simply an interesting youtube compilation of some cool illusions using Vine.

6 second videos: The future of advertising?

Great illusion Vine

It is inspiring to know that the guy shown in the first video, only 23 years old and many other alike are being sought out for their creative abilities to tell stories via Vine. Storytelling is the name of the game, at least in advertising and that is all it  has ever been. All of the best brands worldwide have found a unique way to tell their story and appeal to their target audiences.

Personally I have the Vine application but I hardly use it, and after browsing some of the more creative and artistic Vine videos, I do not think I have the skill to compete. Although I am not cut out to be the next Vine genius, I do like the idea of shorter advertisements. Let’s be real, advertisements are never going away (at least not while we are alive) so from my perspective, I think advertisements (especially the annoying ones) might as well be shorter.

Brands have recognized the storytelling potential that Vine offers and are pushing the boundaries of advertising and creativity. What do you think about how brands are shifting their models of advertising to shorter and concise messages?

Sinton, F. (Feburary 13, 2013) Retrieved from: http://adage.com/article/digitalnext/ways-brands-twitter-s-vine-app/239775/

5 thoughts on “Vine…the Future of Advertising?

  1. I’ve always found Vine to be the most innovative new form of social media, but it never seemed to catch on quite like the other social media giants have. There was big buzz about Vine this past summer but recently I have not seen my peers frequenting Vine. I hope that advertising agencies can help bring Vine back.

    Like

  2. I agree, I really feel vine is an extremely innovated form of social media. It allowed the users to film a short clip straight, or film short segments and tie them all together. I was really taken back by the fact that it really lost popularity after a few months, and hopefully with the introduction of ads Vine can regain some popularity.

    Like

  3. I think the transformation of Vine was really interesting to see. It went from an app that felt like Snapchat to an app where people spent actual time and resources to make good videos that got a lot of hits! It was bound to become an advertising mogul.

    Like

  4. I always liked the idea of vine. Short video clips that are pertinent enough to catch people’s attention without overloading them always seemed like a great idea to me. It definitely agree that it will work well as an advertising vehicle, especially with the re-Vine feature.

    Like

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s