This is a guest post by Megan Totka, Chief Editor for ChamberofCommerce.com.
Approaching the one-year anniversary of its launch, Vine has proven to be the little app that could.
The seemingly-revolutionary microvideo platform has managed to make a splash in the social sphere and show that it means business. The numbers don’t lie when it comes to Vine’s success, especially when we consider:
- Just how many Vines are shared on Twitter per second
- Vine’s vast userbase, which surpassed 40 million users last August
- The rapid rise of “Vine celebrities” – over 75 Viners have one million followers or more
It doesn’t stop there, as Vine only continues to grow in size and scope:
- Formerly exclusive to the iPhone, Vine expanded to the Windows market last November and has been available on Android devices since June
- Vine now boasts new viewing options for increased functionality and binge-watching
- Vine recently added support for 19 new languages in an attempt to go global
After one mere year, Vine has done plenty to change the face of social as we know it. In addition to shaking up the social landscape, Vine managed to teach marketers and businesses alike what it means to make a mark on such a volatile market.
What can we as business owners take away from Vine as it approaches its first birthday?
Taught Us Something New…
Who would have thought that six second videos could create so much buzz?
Vine’s potential as a fun app for friends was predictable; however, its marketing and viral power was a pleasant surprise. With big brands like Trident, Dunkin Donuts and Mountain Dew using the app for their television advertisements in prime time, it’s clear that such a small app has the potential for big business. As the reach of Vine continues to spread beyond its already massive user base, we can only assume that more and more big brands will latch on.
…and Affirmed What We Already Knew
The social media sphere has been buzzing about mobile and video for years on end. Vine represented the perfect storm of both, putting huge marketing power in the hands of just about anyone with a smartphone. At the same token, Vine’s appeal is no coincidence. As today’s users have shorter attention spans and want to get their content as quickly as possible, Vine delivers such content in sweet, simple six-second packages.
For quite some time, Facebook has been the proverbial king of the social mountain for most casual users and businesses alike. Facebook already had Instagram in its arsenal when it came to visual media; but what did Twitter have? Before Vine, not a whole lot.
While Twitter wasn’t in fear of dropping off the face of the earth altogether, there were many questions being raised last year (particularly among small business owners) concerning the viability of Twitter as a marketing tool. Twitter’s acquisition of Vine brought the blue bird back into the spotlight, and while many questions still remain for SMBs, there’s no doubt that Twitter’s still flying high.
There’s Always Room for Competition
While Instagram had worked to establish itself as the go-to for images on social, Vine seized the day when they tapped a market previously dominated by YouTube. Instagram responded quickly with its own fifteen-second videos to combat Vine’s hold on the market. The competition between Vine and Instagram shows just how fierce the Internet marketing sphere really is, while also reminding us that a bit of competition can be good for everyone.
It Pays to Think Outside the Box
The concept of Vine is incredibly simple, yet forces marketers to think outside the box. As Vine levels the playing field for marketers, microvideo has caused us to think differently about video marketing. While video used to be the elephant in the room for many business owners, SMBs have already taken advantage of microvideo and what it has to offer.
The Bottom Line
In a relatively short amount of time, Vine has both revolutionized and reaffirmed the way we think about social marketing. Who knows where this little app will go, following its first rollercoaster of a year. Regardless, we’ll be eager to find out.
Image via Shutterstock
About the Author
Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.