Vine, recently released by Twitter, is getting a lot of buzz lately — for good and not-so-good reasons. Vine is essentially a video app, currently available for on Apple devices, that allows users to piece together a 6-second video. I’ve been fairly vocal with my opinion about Vine, so I thought I’d share my thoughts.
On the surface, Vine is beautiful. It’s put together very well and the UI is simple and elegant. But, this isn’t Hollywood and looks can’t buy you success.
From a personal standpoint, I like Vine. It allows for snackable content that’s easy to consume…hence why I used the term “snackable,” I guess. Anyhow…we all lead busy lives, so the concept of creating experiences that are easy to consume is brilliant. Consumers want this. This is why Poke and Snapchat have found early adoption. So from a personal standpoint, it’s a neat app.
Neat, however, doesn’t necessarily put “butts in seats.” As someone who’s job it is to monitor and research trends in technology and business, my early indications don’t see Vine translating as a viable business platform. At least not for my organization. Here’s the thing — over the past year or so, there’s been heavy discussion on brands becoming more visual. I agree with this. To an extent. The problem, though, is when video is involved. It’s easy for a novice to capture a decent photo. It’s incredible difficult for a novice to capture a compelling video. As a brand, who is likely dealing with a lean staff, is it worth your time to dedicate a resource to this output? Unless you’re a large international brand, it probably isn’t.
While I don’t see Vine (or any “Instagram for video” service) taking off (the only people using Tout is the professional wrestling organization that invested in it), that’s not to say I don’t see some value in experimenting. For my brand, I could see some use with Vine when it comes to our NASCAR program. I can also see brands using Vine as a teaser for a product launch. However, these all go back to the “neat” aspect of Vine. I’m not quite sure that translates to an action that’s going to drive business. And, ultimately, that’s my goal.
What are your thoughts on Vine?