6 Brands That Are Mastering Vine
Vine has seen impressive growth since its January launch.
The app was released for Android users earlier this month, and has since surpassed Instagram in both downloads and social shares.
With more than 13 million users, and counting, it’s now fair to say that Vine is here to stay.
It is also clear that Vine means business.
We saw brands jump on the Vine-wagon fast and fearless. However, a few early adopters have since become social dropouts.
Take Oreo, for example. After their Superbowl social stunt, there was a lot of positive buzz surrounding the brand. They started off strong on Vine (and gained some “brownie points” when they showed me how to make Oreo sprinkles), but soon lost their way. After two A+ Vine posts, they went on to post 10 videos over the span of just one day, then dropped off completely over the past month.
Back to basics: consistency is key. Tisk tisk, you delicious cookies you.
More recently, Samsung saw a lot of engagement by posting a highly-creative layered Vine. They broke ground using Vine in a very innovative product demonstration. And while Samsung has two more Vines up since then, it is still early days, so who knows if they will keep it up.
So, what brands should others look to as strong examples of companies using Vine well?
Let’s dig in.
One might thin the brand with the most Vine followers would be a great example, no? Not really. Take the verified Starbucks account on Vine for example. With zero posts, zero follows and just two likes the brand already has close to 70 thousand followers.
It’s futile to attempt to spell out the leaders of the pack at this stage. However, several brands have seen tremendous success with Vine, and have garnered a lot of recognition in doing so.
The brands that are getting it right have realized from the start that, while mediated reality is a great way to highlight your product, marketing is by no means what Vine is all about. It’s about creativity, engagement and innovating.
Here are a few brands that are leading the way so far.
1. Urban Outfitters
Best Practice: Culture
Vine posts: 122
Vine followers: 41,448
The Vines put out by UO speak directly to the culture of the brand, but also to that of the company internally. They put their 6 seconds to use in creative ways that reek of transparency and celebrate their laid-back-yet-on-trend style. Their fans, events, and music play a large role in their Vine content.
Best Practice: Utility
Vine posts: 21
Vine followers: 4,433
Lowes said, “Oh, cute sneakers, UO.” Then, they proceeded to show you the most practical lifehacks imaginable with their #Lowesfixinsix campaign. I mean, if you’re not already using Vine, it’s worth downloading simply to follow Lowes and learn how to set your tiles, how to keep a sandbox bug-free and even how to eat a popsicle in a civilized manner.
3. USA TODAY
Best Practice: Access
Vine posts: 100
Vine followers: 6,759
USA TODAY is using the Vine app to bring new life to their printed paper. This brand uses their video clips to give a unique form of access to their product. They show snippets, headlines and graphics of the daily paper, thereby offering a tactical advantage to utilizing the Vine app.
4. Kiel James Patrick
Best Practice: Personality
Vine posts: 260
Vine followers: 3,924
Kiel James Patrick, or KJP, uses Vine to add layers of personality to their New England clothing brand. While KJP himself tends to go on the occasional Vine bender, the brand’s prepster cult following shows a lot of engagement. The messaging of the brand and of their Vine posts tell a tidy, cohesive, East-coast story.
5. Lucky Magazine
Vine posts: 81
Vine followers: 8,303
Best Practice: Integration
Lucky Magazine engages its Vine viewers with the elements of suspense and anticipation. They feature products, themes, and editors from the pages of the magazine in creative and informative ways. They show how to use some products and make outfit suggestions.
Best Practice: Visuals
Vine posts: 36
Vine followers: 2,354
Simply stated, GE maximizes on video’s obvious strong suit: visuals. Color, depth and motion. The innovative brand knows how to captivate your senses, and if their Vine posts were to continue to a sixty second clip, they’d have you hooked for the whole thing. Not to mention, GE is using the Vine network to their advantage by engaging with their followers via comments:
There you have it: the Vine best practices are employed by brands that use the social tool to reflect culture, demonstrate utility, offer access, express personality, redefine engagement and attract visually.
Can all of these best practices be folded up nicely into one majestic, branded Vine? If you’ve seen it, point us in that direction.Social Fresh EAST 2014 is July 16-18 in Orlando. Featured speakers: Spotify, Yahoo, Logitech, Dunkin Donuts, PGA Tour, JetBlue >> Reserve your ticket now.