IN THE STUDIO

Last year, Forbes was plugging the strengths of video content, highlighting the significant response rate of video over other formats. YouTube had become the most watched platform, but then, out of nowhere, Vine happened in 2013. Twitter’s answer to YouTube. A looping 7 second video.

According to Wikipedia, “Vine is a mobile app owned by Twitter that enables its users to create and post short looping video clips. Video clips created with Vine have a maximum clip length of seven seconds and can be shared to Vine's social network, or to other services such as Twitter and Facebook.”

Vine has taken over video consumption on mobile devices in just one year.

We already know that visual content significantly boosts content marketing. A recent report from Cisco suggested that video will account for 69% of all consumer internet traffic by 2017. A Nielsen report found 64% of marketers expect video to be a key part of their strategic planning moving forward. The logic behind the numbers is clear – information can be communicated faster in video, people are more likely to share video content, a growing number of consumers say product videos make them more confident in a purchase. As noted in The Guardian ‘if a picture paints 1,000 words, one minute of video is worth 1.8 million’.

Brand Vines are shared four-times more than any other online videos. This is the clincher. Vine videos are  400% more likely to be shared than other forms of video content (check out ‘Brands on Vine’ for inspiration).

More and more businesses are using Vine to tap into varying demographics and solidify their digital presence. Professional Vine video as well as user-generated video content can greatly increase engagement, traffic, online presence, and ultimately ROI. Be creative. Be unexpected. Reach a new demographic. Vine your way to consumer engagement.

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