A little while ago I added a post on here talking all about Vine - the 6 second social media site from Twitter. In it I added 6 rather impressive Vines to give you an overview of the best of the site...
But there was an issue. They were the best; a unique collection of stunning videos that you could watch over an over.
But for the rest of the stuff on there. Well, it's just not very good. So, this is all about the distinctly average face of Vine. I find that the rest of Vine is banal, rude, crude or just plain unfunny. Or some off the videos are just so off the wall you end up re-watching them again and again just to try and understand why they exist.
Case in point - this makes no sense to me, but somehow racks up over 80k views in less than 2 hours.
Aside from the painful banality of it all the other issue with Vine is that the site is overly American. There's nothing wrong with that in itself but the sheer number of American Vines easily out-popularizes everything that British Viners (or advertisers) could hope to achieve if they're looking for that next viral hit.
And that's assuming British Viners are any good. The British has an outstanding comedic heritage which although off the wall, has entertained millions of us throughout the generations. Although Vine's 6 second rule is one which you'd expect slapstick comedy to make a potential comeback, the modern Vine comedian just falls flat on his face.
You can tell the overall popularity of Vine and the average sense of humour by taking a look at his video from the 'Vine Meetup' which happened at Trafalgar Square at the end of May 2014. I repeat, it's rude and crude so if you're easily offended then don't watch the video and read the passage from Vice's weekend round up here.
The reason I'm focusing on the 'celebrities' is because they are the ones with the legions of followers who can bring in big bucks for themselves or the advertisers who collaborate with them. Because let's face it, if advertisers want to achieve great things on Vine, you need a celebrity as you can't actively pay to endorse your Vine in the same way as a promoted tweet or sponsored post.
The below Vine from US based Batdad advertising Tidepods received 16.5k likes, 2,790 Re-vines, 330 Comments, and 1.2 million views. That's easily a good investment from the company.
So, now you've seen both sides of the spectrum should you be using Vine, on a social level - or for your business?
Well, if you have a spare half an hour to fill then yes by all means - it's far more entertaining than anything daytime TV can offer. If you want to use it to promote your business and your US based then possibly, but if you're in the UK you might be better off elsewhere.
Below is a few vines from UK companies; those with big budgets and content teams to engage the population. Have they achieved a massive viral hit? Think again. The largest following of those mentioned below is ASOS with 25.6k followers. This is remarkably small compared with their respective Twitter and Facebook followings. (708k Followers & 3.3 million respectively.)
But, nonetheless here's a selection below of some British companies doing their best on Vine.
Next: 1,824 Followers.
ASOS: 25.2k Followers
Bacardi UK: 486 Followers
Dogs Trust: 4,141 Followers
Dove: 4,299 Followers
So hopefully it might give you a few ideas for your campaigns. Want do you think? Should you bother investing in Vine? Stick your comments by pressing the message button below.
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