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 professionals.

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.

by @1KatiePotts

My Top 3 Vines

I will always love you (Orange Man)

Caped Crusaders

Duckie's Morning