Twitter (News - Alert) rolled out the video sharing service Vine just a few weeks ago, and we’ve seen both companies and consumers alike taking advantage of the six-second media in creative ways. CNN is one of the companies taking the creative opportunity Vine offers for the upcoming holiday, launching its #CNNValentine challenge.
“Take six seconds for the one you love,” the challenge is simple: download the Vine app if you haven’t already and make a video for someone you love, including #CNNValentine in the caption and share it on Twitter.
In order for your Vine to make it on CNN Newsroom and CNN.com on Valentine’s Day, post the Vine by 2 p.m. Wednesday.
Services such as Vine have enabled companies to develop interactive content marketing strategies focusing on Vine’s main advantages is that it makes it easy to capture, create, upload and share audio-visual messages.
Brafton reported that 70 percent of B2B and B2C brands use video content to engage their audience, but video marketing has yet to hit full stride. Vine could be the secret sauce to jumpstart the video marketing tool and help marketers understand what drives response.
One of Vine’s main advantages is that it makes it easy to capture, create, upload and share audio-visual messages. So far brands have opted to stay away from conveying traditional advertising messages through the app, instead choosing to use the platform in a more creative manner such as creating stop frame animation and taking advantage of the looping attribute.
Keredy Andrews, account director at integrated social media, search and PR company Punch Communications, commented, "Vine offers brands the potential to get even more creative with their messaging and I envisage that a number of marketing teams will start using the platform in the coming months as the benefits of the app become more apparent."
Companies can also use Vine to show behind-the-scenes footage, encourage user-generated content (such as #CNNValentine) and for product demos. There’s also an opportunity for local organizations to draw in customers in the vicinity with Vine’s ease of adding geolocation data to posts.
Although Vine is situated as a great, creative opportunity right now, it still faces its challenges. Just a few weeks after launching, there was some controversy when a pornography video showed up in the service as an editor’s pick, which also became the top featured pick on home feeds.
Vine responded by changing the age restriction for the app from 12 to 17.