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Joe Schwartz

Joe Schwartz CMO

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Twitter Makes Automotive Video Marketing More Accessible With New Mobile App

Automotive Video MarketingOn Jan 24, Twitter announced the launch of its new, integrated mobile video app called Vine. Twitter describes the app as “a mobile service that lets you capture and share short looping videos. Like Tweets, the brevity of videos on Vine inspires creativity.” 

Acquired by Twitter in October 2012, Vine enables mobile users to capture and share short videos of six seconds or fewer, which complements the brevity of 140-character tweets quite nicely.

 According to the Vine blog ...

"Posts on Vine are about abbreviation -- the shortened form of something larger. They're little windows into the people, settings, ideas and objects that make up your life. They're quirky, and we think that's part of what makes them so special."

While the app is currently only available on the iPhone and iPod touch, and free to download in the App Store, Twitter says it's working to make it available for other platforms, so be on the lookout. Users don't need a Twitter account to use Vine, and despite Mashable's report that its videos weren't getting shared to Facebook, the app claims it supports sharing Vine videos to both Twitter and Facebook, with more social networks "coming soon."

 

Vine provides unlimited uploads, and allows people to record up to 6 seconds of video, which will then loop. This is similar to another popular app, Cinemagram, but Vine gives you up to 6 seconds compared to Cinemagram's 4 seconds. It's also much smoother and gives you sound. 

A video is first uploaded to Vine, then can be shared to Twitter, where it embeds directly inside of your tweet for instant viewing. You can also share your Vine videos to Facebook.

 

Now, there are plenty of apps that allow you to post videos to Twitter.Twitvid and yfrog are two of the most popular video-sharing clients. But these clients only provide links to your videos, which then can be viewed on their own website. Vine goes a step further and places your video right into your tweet, kinda like how Twitter used to embed Instagram images.

 

How Marketers Are Using Vine

While it's only been barely 4 days since the launch of Vine, we've already seen marketers start testing it out for themselves in creative ways, courtesy of Mashable. Check out what a few companies have already created and shared:

 

 

 

How Vine Is Making Video Content More Accessible to Marketers

The first thing I can't help but think about is how this app plays into the whole visual content trend we're seeing more and more of, particularly in social media. To me, the app seems like a fusion of video content and static visual content like images.

And because of its ease of use, I also see it as a more accessible way for marketers to leverage creative video content. While marketers have long had video sharing services like YouTube that enable them to easily share videos in social media, the mobile, on-the-go nature of Vine seems to encourage more quick and dirty video creation and sharing that is less concerned with production quality, and more about the content itself. Vine's 6-second time limit also capitalizes on users' short attention spans, considering that about 20% of viewers will abandon your videos after just 10 secondsaccording to Visible Measures.

Some Ideas for Creating Vine Videos for Dealers

Intrigued by the possibilities of using Vine for automotive video marketing? Let's get the creative juices flowing, marketers. Here are some quick ideas we've come up with for using Vine videos in your social media marketing ...

  • Sneak peeks to promote an upcoming event or promotion (e.g. showroom clips)
  • Short, entertaining clips to showcase the personality behind your dealership (a la Budweiser)
  • Quick, bite-sized new model demos
  • Clips showing off awesome new accessories/options in action (like Moose Tracks)
  • "Behind the scenes" looks at your dealership to show your culture and the people behind your brand
  • Quick customer testimonial bites
  • Short features of customers enjoying your cars/showroom ammenities
  • Clips highlighting PR initiatives, like employees doing charity work or award acceptance speeches
  • Brief announcements from your management about new model launches

What other ideas do you have for experimenting with Vine videos for automotive video marketing? What do you think the appeal of Vine is over other video sharing services such as YouTube?

Eric Miltsch
I'm a huge fan of this new medium - the short attention span connection. Apps like Vine, WhatsApp, Poke & several others are all helping deliver this "disposable message" concept. While the content may not be anything that is visited multiple times, it's a great opportunity for the content creator to make a huge splash from a marketing standpoint. These interactions are quick, direct and can be extremely helpful - especially considering the users are all mobile and that's exactly what they want from their content.
Jim Bell
I'm not sure if it will stick. I feel that 6 seconds is just too short. I used tout for a short time frame (15 seconds), and never saw it catch on. I guess we will see in time if it works out for Twitter.
Joe Schwartz
Vine is interesting, particularly IMO as a potential for viral tweets.

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