Short-formed Social Video - A Case Study on Vine

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How do brands build engagement on Vine?

Text of Short-formed Social Video - A Case Study on Vine

Vine: Whats 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 eecCvely 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 specic plaRorm may come and go, while the purpose it serves will live on and evolve.

#VineMetrics

Question?