What is Vine? And has corporate video really gone punk?

Technical PR and vine
Not that kind of vine!
Corporate video is going all punk rock on us. More and more it’s becoming a do-it-yourself, or do-it-cheaply, process that integrates seamlessly into your content PR campaign. The days of spending ten grand on an Important Corporate Video about the front of your building are gone (I hope). Nothing illustrates this more than the launch of Vine. 

Vine is a six-second video app owned by Twitter. The idea is to create quick, easy and interesting short films to share with your friends on Facebook, Twitter and even in the real world.

At the moment Vine only really works well with an iPhone; which emphasises its punk rock ethos. Make the video quickly (in seconds), upload it and get on with your day.

The Vine iPhone app gives you automatic options to share via Twitter and Facebook and on Vine itself, of course. However, the only really functional way to view the videos en masse at present is on the Vine app.
You can also embed video on your website by using the embed code from Twitter. You can even take the tweet away and only use the video with some minor HTML tweaking. So, its punk, it’s functional and we like it. But will it last?

My feeling is that if they can weed out the people using Vine for less than savoury reasons, it could be the new Instagram or Pinterest - by this time next year. But I do think it will be a slow burn like those two platforms. Don’t expect it to take off a la Facebook or Twitter any time soon.

So, if you are feeling punk rock, grab your iPhone and start Vineing. If you don’t have an iPhone, well, maybe there will be a more BYOD (Bring Your Own Device) friendly version soon.

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Image courtesy of [luigi diamanti] / FreeDigitalPhotos.net

Richard Stone

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.


Nkoyo Essien said...

Interesting.. Please pardon my ignorance, but what makes this significantly different to the youtube app? You can capture video on your phone and share via youtube, then share the youtube link via twitter, facebook or embed in a website. The youtube app also works very well on android phones. I'm no longer as well versed in the ways of social media, as I used to be, so I'm just curious about this vine and what extra stuff it brings to the party. :-)

Richard Stone - technical PR said...

I think the big difference isn’t related to the fact that it’s a video medium – more to the way we watch and respond to the videos.

A YouTube user is probably settled in for at least two minutes – whereas a user of Vine might be scooting through the videos in the same way one quickly scans status updates on Twitter or Facebook.

It might seem strange now, just like Twitter did when that first launched, but I think Vine will ultimately build itself a strong niche.

Nkoyo Essien said...

Aaaah, sort of like status updates using video. I think I get it now. Thanks for the clarification.

Richard Stone - technical PR said...

That’s it – I think!