Vine: the app challenging brands to connect with their audience in six seconds

This week, Vine became the top free app in Apple’s App store in the US. Vine is Twitter’s video-sharing application that allows users and brands to share six-second clips.

Since its launch in late January, Vine’s popularity has grown. According to recent figures from Onavo Insights, the app had been used on an impressive 2.66% iOS devices in the US. Active users of the app in March also increased by 50%, with all three of Vine’s main competitors (Cinemagram, Socialcam and Viddy) declining in both market share and monthly active users as a result of its surge in popularity.

Vine presents an interesting platform for users and brands to communicate and connect with their audience. Recently, a six-second trailer for the upcoming film, ‘The Wolverine’ was released via the platform. The release generated widespread media coverage, and ‘Tweasing’ of upcoming films is an interesting way that film companies could build anticipation for their releases.

Vine has already attracted brands such as Dove, General Electric and Schuh. As a platform for connecting with followers Vine is unique, with a six-second timeframe challenging for brands to get their message across. Mobile video will represent 66% of global mobile data traffic by 2017, up from 51% in 2012. Therefore, the message that brands are willing to communicate in these videos must be enticing for users. Vine will thus appeal to brands willing to be creative in the type of content they produce within the six second time limit.

Follow this link for more information on Vine.