Why your business doesn't need Vine
Twitter and the cool kids of the blogosphere are trying to serve up Vine as a meaty addition to your content marketing. I tried it and thought it was more like a meal of just one Chicken McNugget -- too small to be satisfying.
In case you missed the news, Twitter released a new app designed to do for video what they had done with microblogging -- enhance communication by insisting on brevity. The application allows you to record video snippets of no more than six seconds. That's right, your entire manifesto in six seconds or less. Why not, you can summarize it in 140 characters, right?
That's the thought process, which seemed to be adopted by a fair number of bloggers who began writing about the "Six ways your business can use Vine" or "Five reasons you need Vine in your content marketing."
Read the lists, and you'll find that most of the reasons or strategies are not unique to Vine. You can do them with any photo or video application. In fact, I'd suggest you extract those actions to a broader visual branding strategy that includes YouTube, Pinterest, Instagram, and Twitter.
What does Vine provide that you can't get from YouTube or Vimeo? Six seconds, the limitation. When most bloggers advocating for Vine recorded their examples, I'm sure they found the limitation a little suffocating. You could see it in their videos. There was many a struggle to complete a coherent thought.
I'm sure some smart people thought of Vine as the ultimate sound bite. A pithy sound bite can be delivered in six seconds, but it is usually surrounded by the rest of the story. The story provides context and explains the issue in greater detail. The sound bite is just the way to add color, not details.
You could use it for the cutaway, but the cutaway provides visual relief during the story. It isn't the story.
How should you use Vine? Maybe in the same way we use the sound bite. Fill in color where you can communicate details around it. Let Vine add a multimedia splash to help tell your story.
Just don't try to make it the whole meal. You might leave your audiences hungry.
My soundbite clocks in at seven seconds. I'm sure I could rerecord and get it down to six seconds, but it wasn't worth the time to me. You get the point.
The format should be dictated by need. - The Impact Equation, by Chris Brogan & Julien Smith.