Vine: Short Videos and What Marketers Need to Know
Vine: Short Videos and What Marketers Need to Know
Do you want to know more about Vine video?
Are you wondering how brands and businesses can successfully market with Vine video?
ToÂ explore how to use Vine short video on Twitter, I interview Zach King for this episode of the Social Media Marketing podcast.
More About This Show
The Social Media Marketing podcast is a show from Social Media Examiner.
Itâs designed to help busy marketers and business owners discover what works with social media marketing.
The show format is on-demand talk radio (also known as podcasting).
In this episode, I interview Twitter Vine personality and host of KingFilmSchool.com Zach King. Known as FinalCutKing on YouTube and Twitter, Zach has more than 1.6 million followers on Vine andÂ creates short special effects videos that have been watched millions of times.
Zach shares how he got started with film and online video.
Youâll discover tips for shooting your own Vine video.
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Here are some of the things youâll discover in this show:
Success on Vine
How Zach got started with Vine
Zachâs curiosity was piqued in September 2013 when friends started showing him Vines. He shares that he decided to try the platform for 30 days. During that time, he made a Vine a day based around silly ideas he and his roommate came up with. Each 7-second Vine featured a special effect and in 30 days, Zach says he accumulated 200,000 followers. He was hooked by the growth rate.
Zach talks about why the challenge of using Vine to tell stories excites him.
Listen to the show to find out how Vine works.
What Zachâs most popular Vines have in common
Zach believes his Vines are successful because they include circumstances everyone can relate to.
For example, almost everyone has locked the keys in the car or wanted a special souvenir from a vacation.
Listen to the show to hear about more of Zachâs successful videos.
How making Vine videos has changed things for Zach
Zach shares that as he was working his way through film school by teaching FinalCut, he was introduced to posting on YouTube. As he added Vine and Instagram to the mix, his exposure grew. Zach says that Vine exposure has brought him bigger clients, like Coca-Cola and McDonaldâs, with bigger budgets.
Listen to the show to discover why Zach believes platforms like Vine are changing the commercial branding world.
Zach states that Vine is very secretive about their analytics. The only metrics available are likes, ReVines and the released loops. He shares that he estimates the average Vine user to be between 13 and 25 years of ageâotherwise known asÂ Millennials.
He explains that Vine has a diverse collection of categories including a DIY category where you learn how to do a project in 7 seconds and a Comedy category, which Zach believes is the number-one reason people are on Vine.
DIY is one of 12 categories or channels to choose from.
Zach says you donât need any film experience to be successful on Vine. He points out that a lot of Viners who have 7 or 8 million followers simply grabbed a camera and started recording.
Listen to the show to hear how personality and style lead to follower growth.
How Vines can be viewed or shared
Zach shares you need the Vine app to view videos on Vine, but that they can also be embedded on websites. He says embedding is what led to Vineâs increased popularity and that Vines perform best outside of the app.
Listen to the show to find out how a third-party YouTube compilation of Zachâs Vines contributed to his success.
How bigger businesses are using Vine
While it attracts bigger brands like Coca-Cola and Virgin Mobile, Zach explains that marketing on Vine is different than on platforms like Facebook because Vine hasnât monetized. He says that because brands canât pay to have their Vines put in front of someone, theyâre served to Viners who fit into the businessâs niche.
Zach talks about how brands work with individual influencers on Vine.
Zach suggests that before your business joins Vine, you should know if itâs a good fit. He says if you arenât trying to reach the 13- to 25-year-old demographic, Vine may not be for you.
He explains how Loweâs uses DIY Vines and why he thinks thereâs a big opportunity for other brands to use Vine to show a process.
Listen to the show to hear Zach break down his story process.
How Zach uses Instagram and YouTube in relation to Vine
Zach says that while heâs been on YouTube for a while, heâs only recently joined Instagram after finding that people were duplicating his type of content for Instagram. He explains that if heâs got a Vine that does really well, he posts an extended 15-second version of the video on Instagram.
Zach also posts video to Instagram.
Zach uses YouTube in a similar fashion by posting much longer, behind-the-scenes footage of shooting the original Vine.
Listen to the show to find out why Zach believes video builds stronger relationships with his viewers and how he sees people who emulate his style.
Suggested tips and equipment
Zach explains that he uses both the Vine app and a camera to create his Vines. He believes audio is very important when it comes to video, so he uses a Rode VideoMic to make sure he has good sound.
A background in film helps him with lighting. He says if youâre filming outside, itâs important to turn into the sun so it can light your face. For inside shots, Zach suggests getting close to a light source and shining a lamp on your face.