Trend Watch: Using Vine for B2B marketing

Garrett Mann
Garrett Mann

Director, Content Marketing

Many of you have heard of Vine, but if you haven’t, you probably are not alone (new trends tend to take their time making their way to B2B and Technology Marketing). For those that don’t know, Vine is a short-form video sharing service owned by Twitter that features looping videos that are no longer than 6 seconds in length. To be fair, it has only been around since 2012 and many of our long-winded B2B marketing colleagues would have a hard time writing their name in 6 seconds, much less creating a 6-second video. So maybe Vine has not yet bubbled up to the top of the priority list yet (according to Content marketing Institute’s 2014 benchmark study, only 14% of B2B marketers are using it). Or maybe you just don’t like trying new things.

But if Vine isn’t on your radar, then maybe it should be and here is why.

Consider the following stats by way of this great infographic from 7th Chamber:

  • Vine stats
    Source: 7th Chamber

    Across the world: 5 tweets per second include a Vine video

  • For companies: A branded Vine video is 4x more likely to be seen than a typical branded video
  • Technology marketers: Technology is one of the Top 5 industries on Vine

If those stats are not enough to get you to consider adding Vine to the mix, you probably won’t want to read the rest of this post. But understand that some B2B companies like yours are having great success with Vine.

Following are some tips to help you use Vine to its fullest B2B potential:

5 Tips for Using Vine Effectively

Vine Tip #1: Don’t try to cram 6 hours worth of content into 6 seconds

Ever heard the acronym “KISS” or more formally, the “KISS Principle“? With only 6 seconds to work with, Vine was made for practicing the KISS Principle. It leaves you no choice but to “keep it simple”. Don’t expect to be able to get across complex concepts on how your solution can do very specific things for very specific people at very specific times in very specific situations. There are plenty of ways to do this, just not with Vine. Challenge yourself and your team to get to the core foundation of your capabilities and communicate that. A great starting place is  with your tagline or mission statement. You have no doubt spent countless hours putting together a tagline that captures the essense of what you do, so put it to good use and bring it to life in a different way. You must be able to get that across in 6 seconds, right?

So you know I am not merely delivering advice from an ivory tower, we just went through this exercise and produced our first Vine using, you guessed it, our tagline.

Vine Tip #2: Use the accompanying tweet to give more context to your video

Let’s face it, none of us are perfect. We may set out to capture everything that a potential customer needs to know in 6 seconds, but that doesn’t mean it’s going to happen just as we planned. But guess what, we are in luck because we don’t have to. There is a reason Twitter bought Vine and that they are delivered with tweets. Use every ounce of those extra 140 characters you get to make sure you are getting the right message across and that you are giving your audience context and a call to action if they need it.

Vine Tip #3: The loop is your friend

Your users are demanding that you give them information in bite-size pieces, but sometimes they need to take multiple bites. Hopefully people will get your message the first time, but if not, fear not, they will watch it again – right away. Vine videos are set to run on a constant loop, so your video has an excellent chance of sinking with even your most attention-deprived users.

Vine Tip #4: Make sure you are supporting the business

Don’t just create a Vine because it is the new thing to do. Understand what your key brand attributes are and make sure you are covering them. Ask yourself – what are the overarching priority areas of the business from a customer’s perspective? Is it global capabilities, is it efficiency, is it ROI, etc. Create Vines that help you quickly speak to these attributes in a way that connects with your customers.

Vine Tip #5: Have fun 

This is not a long, boring corporate video. There are plenty of opportunities for you to create these types of videos elsewhere. You only have 6 seconds, so you should have fun with it – but don’t treat it like a joke. This is a reflection of your company and a tool to aid your sales force in social selling.

Using Vine will not only help you increase your organization’s social footprint, but for many, will force you to put your company priorities and value proposition front and center with your customers.

I would love to connect with you more on this subject as long as it doesn’t take more than 6 seconds ;). Feel free to leave a comment or reach out to me on Twitter or LinkedIn.

B2B marketing, content marketing, social media, technology marketing, Trend Watch, Twitter, videos, Vine

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