Every time a new method of digital communication enters the
scene, the same thing happens. There are those that wait patiently
in the wings, carefully considering the role they would like to
play. Others who have a quick dress rehearsal before even
attempting to learn their lines. And those who choose to improvise
using every available prop at their disposal.
This is the fairest assessment I can give when it comes to Vine; an application
launched by Twitter allowing users to record and share
short video clips. As someone who works in integrated comms, I am
always quite fascinated by the way in which people interpret the
opportunity a new medium presents. In my first encounter with the
new app, however, I was confronted with a man attempting to
sing 'I will always love you', concluding in, what can only be
described as, the regurgitation of an Orange. Not pretty.
Thanks to YouTube, we are all used to the weird and
wonderful things Joe Public likes to film. And I'm as guilty as the
next person who, out of sheer curiosity, can't help but click on
the videos even if I know they are only going to make me squirm. In
fairness to 'Orange Man', he achieved in excess of 3,700 'likes' of
his gif! But therein lies the opportunity for brands and comms
Earlier this week I read a Metro In Focus
feature by Ross McGuiness which looked at what we share on
social media and why. According to a survey by BrainJuicer, 75% of content
we share is intended to make the recipient feel happy or to
surprise them. This is further evident in the incredibly varied
videos people are filming using Vine - they are either cute and
fluffy or weird and disgusting.
Finding new and exciting ways in which to engage a target
audience is, of course, a large part of our jobs. But rather than
focus on the desperation of being touted as the first viral Vine,
understanding how it's used and what makes a Vine popular is what
will set the lead roles apart from the understudies.
Of course, those that are quick to jump into the limelight may
well be lucky, but there is an element of trial and error which is
part and parcel of the lifecycle of a new form of digital
communication. After all, brands are still learning how to
get to grips with Twitter and Facebook, and the usefulness of
Pinterest and Instagram remains heavily debated.
What we do know is that we are a nation of sharers, 12 million
adults in Briton share and receive content every week - this
includes everything from pictures to web links. So it's our
responsibility to advise our clients on how best to develop content
that will be liked and shared. It's not about being the first to
use a new medium, or doing it for the sake of it. It's about being
the first to do it well.
My Top 3 Vines
always love you (Orange Man)