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MARKETING

How Vine, Twitter's New Video Service, Will Change Your Business

On Twitter, marketers have mastered the art of the 140-character message. On Vine, they condense it to just six-seconds

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A few years back, when Twitter began to gain traction online, many entrepreneurs were left scratching their heads. What possible use, many wondered, could a 140-character message have? Now of course, Twitter is a key part of nearly every company’s marketing and communications strategy.

Twitter recently released something new-;a video-sharing service called Vine. The hook: those videos need to be shorter than the text messages, just six seconds or less. And I expect that just as entrepreneurs found value in messages of less 140 characters, they are going to discover that they can say quite a bit in just six seconds.

The beauty of Vine is that the enforced terseness of the videos seems to fit our increasingly minimal attention spans. What’s more, video messages both provide a more instant “get,” and tend to resonate longer with consumers. Indeed, it’s a lot easier to describe something you’ve seen in a video rather than something you’ve read. Of the Vine videos I’ve viewed, the more offbeat and humorous, the better.

Vine also can be a great way for viewers to preview video content before streaming a larger, more in-depth video file. It lets viewers-;who, let’s face it, are inundated with online video these days-;to quickly discern whether the selected video has relevant information. As a result, a customer is more likely to make a purchase due to the increased availability of information, or return to the website, as well as a catered advertisement that’s more engaging.

Finally, there’s the cost: free. Vine stands to become a new means of free advertising-;no small thing in a recovering market in which keeping costs low is crucial.

IMAGE: Esther Vargas/Flickr
Last updated: Jun 20, 2013

ARI ZOLDAN is a journalist, entrepreneur and start-up specialist. He is founder and CEO of Inc 500-honoree Quantum Networks, a tech and media incubator in New York, and holds press credentials at the UN and on Capitol Hill.




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