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.
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/