Do it for the vine

Vine is a popular video-sharing social media platform that allows users to post and watch six-second videos. The most popular ones are creative and humorous. “Viners” with the most followers and views use imaginative techniques and outrageous antics.

So what does this mean for communicators? Here are some best practices to start your own Vine account for your personal brand, blog or even add to a company’s communications strategy:

1. Create your strategy. Getting your message across in less than six seconds can sound impossible but it can be done. Think about what it is you want to say or show. Remember to think about your video and your caption.
   1. Viewers will focus on the video, and a caption will help you reinforce your message. For example retailer, Urban Outfitters uses Vine to show new products, promote contests, and encourage sharing with re-Vines.

2. Consider your resources. What do you have at your disposal, such as an animator or graphics department? Do you have basic video editing skills? Do you have a smartphone with video capabilities or a video camera? Use what you have to create a video that matches your brand’s voice and image.
3. Include hashtags. They increase your reach. GE launched a Twitter-based Vine campaign to promote its Science Fair with #6secondscience.
   1. Social media influencers such as bloggers can push content even further.

4. Be innovative. You’ve got six seconds or less to intrigue your viewers. Consider how you will catch their attention. Different techniques can capture your audience:
   1. A catchy song or jingle
   2. Film and video-editing techniques such as stop-motion, special effects and fast cuts.
   3. People like to laugh. Plus, if you can make your viewers feel good while watching your content, that can positively affect their perception of your brand.

Still need a little inspiration? Check out some of the most popular Vines below:

The Shoe Idea by Meagan Cignoli. She has done Vines for brands including Lowes and Balenciaga.

Jerome Jarre is one of Vine’s superstars. He’s known for spreading love and positivity in hilarious ways. Here’s a Vine from Paris Fashion Week promoting Zoolander 2.

Rudy Mancuso is a Hispanic Viner who uses music, humor and his mother to create funny videos. One Vine took a clip of the popular song “Uptown Funk” and had a funny surprise at the end.