Monthly Archives: May 2013

Why Brands Should Start Swinging with Vine

Currently, 87% of U.S. marketers are using video as means of content marketing. And in the next five years, mobile video is expected to present 66% of global mobile data traffic, so it’s only natural to expand our platforms to include mobile.

So, what is Vine?

Vine is a mobile app from Twitter that allows you to create GIF-like looping videos with audio – similar to Instagram – but with video. By setting limitations of six seconds of footage and character limit of 140, Vine inspires creativity in clearly communicating a message in an ephemeral video. Since its launch in January, Vine has been topping this list of free iPhone apps in the app store.

Here’s a great post from Mashable on how to use Vine to create and share videos.

How is Vine being used now?

Both brands and celebrities have been using Vine as a platform for engagement. Recording artist Jason Derulo used Vine to promote his new single, “The Other Side,” encouraging fans to create Vines using clips of the song (provided on his site) and upload them using the hashtag #TheOtherSide. The best clips will then be loaded into a special fan video for the song.

Last month, Vine launched trending hashtags, making exploration of content even easier. Trending hashtags display to users the Vines that are rising the fastest in popularity, not just the most popular overall.

How should you use Vine?

Before you begin Vining for your brand, a clear objective for your video is key. Here are 3 important things to remember:

1)     Have only ONE message to get across. Attempting to employ multiple messages will make the video choppy, messy, and confusing to the viewer.

2)     Make sure your description is clearly stated in one concise sentence, covering what you hope viewers will get from your vine.

3)     Keep it simple and most importantly, have fun!

From a brand perspective, Vine is a great app for visual storytelling that adds value to the brand. If executed correctly, a brand’s Vine will contain the simple core message in a visual manner that will result in high consumption. Here is a great example from Gap:

What shoes do you plan to wear with The 1969 Skimmer? #gap #denimevolved

There are many ways for brands to use Vine, such as:

–          Engage followers in conversation

–          Feature brand supporters/ambassadors

–          Promote work for a client

–          Excite followers about a new product

–          Educate

–          Amuse

–          Tell the brand’s story

–          Advertise or host a contest

How can you measure Vine activity?

Concerned about analytics? Rest assured, there are already companies out there tracking stats for Vines. Simply Measured offers free Vine analytics (for Twitter accounts with up to 10,000 followers) that tracks the popularity of your Vine account.

So how do you plan on using Vine for your clients?

UK Television Marketplace

Recently the LVCVA launched their new ad campaign in the UK, telling Brits to leave their stiff upper lip at home and come to Las Vegas. Here’s the video

As part of the plan, the LVCVA was able to enter back into the TV marketplace after 5+ years.  Through the planning process, we learned that the UK TV marketplace has some nuances to keep in mind when planning/buying. 

Some major differences:

  • The UK has a dominant state broadcaster, the BBC.  It draws large viewership, but they do not allow any advertising.
  • It is not unusual for some high-profile programs to deliver ratings in the 20+ range!
  • TV is reconcilable – if a program over-delivers in rating, advertiser pays the difference

              If The X Factor is forecasted to deliver 29 TVRs (same as TRPs in the US), and it delivers 36 TVRs, advertiser owes the network.
              If Coronation Street is forecasted to deliver 15 TVRs, but only delivers 12, network owes the advertiser 3 ratings

Some similarities:

  • There are both “Terrestrial” and “Multichannel” buying options:

          Terrestrial – similar to the major broadcasters in the US (ABC, CBS, FOX, NBC), their major broadcasters are ITV1, Channel 4, Five and ITV Breakfast

           ITV Breakfast is similar to the morning show daypart in the US (Today Show, GMA, etc.) but for whatever reason, the government thought there was going to be corruption when they started selling this, so it is its own separate entity.

            Multichannel – the equivalent of cable TV.  Like the US, there are a multitude of channels to pick from and many fall under larger saleshouses. 

            For instance, Sky Media owns Sky 1, FX, E!, Comedy Central, Style, Vh1, etc.

  • Like the US, share has been shifting from terrestrial to multichannel
  • TV generally skews female, old and lower income; however buying on certain multichannel networks allows for more refined targeting
  • Networks are motivated primarily by share-of-revenue, volume is less important