How 6 seconds of video has replaced a 30 second TV advert

Twitter's Vine app has been around since January 2013 (Marketing Land, 2014) and after 7 months had around 40 million users (Bushey, 2013). Vine has attracted many big brand, such as Asos, Gap, General Electirics and many more (Bradshaw 2013). 

Bradshaw (2013) looked into how big brands are now using Vine as the new form of marketing. A quote by Bradshaw was "For some brand advertisers, six seconds is the new thirty seconds.' The article by Bradshaw was released around the time of the superbowl and he stated that it would cost $4m for thirty seconds of advertising during the superbowl. This would mean there is a spark of interest, from big brand advertisers, to look for new avenues where they can still reach large audiences, but at a much more cost effective way. Michael Litman (cited in Bradshaw, 2013) said that  he had not seen such a big brand take-up, even from day one, showing how popular and useful Vine could be for a brand. 

Smith (2013) classed Vine as one of the new social media platforms that will take off and lead a new trend in the digital marketing world, as he states that video sharing will becoming much popular in 2014. Especially with Instagram doing video, Snapchat and obviously Vine and YouTube. 

An example of a big brand using Vine, is Ben and Jerrys. They used vine to launch their flavour phish food in Canada (Haynes, 2013). It was Canada's first branded vine campaign, which also integrated the hastag '#GoPhish' for Twitter and Facebook referral. It was initially a test for Ben and Jerry's to see how the brand could use Vine as a form of marketing (Haynes, 2013). Below is one of the Vines Ben & Jerrys used.

From my opinion, I believe Vine is a great new way of communicating and engaging with your followers/customers. It is good to keep up with the latest trends in the digital world as it is always changing and evolving. Users attention span is getting shorter and shorter, so Vine would be the perfect replacement for that. However, you do need to make sure you perfectly communicate the message you want too in those six seconds. 

References:

Marketing Land (2014) ‘Library: Twitter: Vine’ [Online] <http://marketingland.com/library/twitter/twitter-vine> [Accessed 01/05/2014]

Bushey, R. (2013) ‘Vine Reaches 40 Million Users: 5 Fast Facts You Need to Know’ Heavy August 21 2013 [Online] http://www.heavy.com/social/2013/08/vine-video-app-40-million-users-news/ [Accessed 01/05/2014]

Smith, A. (2013) ‘Digital Marketing Techniques for 2014’ Social Media Today. November 14 2013 [Online] <http://socialmediatoday.com/alan-smith/1918461/digital-marketing-techniques-for-2014> [Accessed 01/05/2014]

Haynes, M. 2013, "Ben & Jerry's Vine Fishing", Strategy, , pp. 26. [accessible at http://search.proquest.com.ezproxy.brighton.ac.uk/docview/1458458584/abstract?accountid=9727> [Accesed 0105/2014]

Bradshaw, T. 2013, "Twitter's video app lures big brands", FT.com, [accessible at http://search.proquest.com.ezproxy.brighton.ac.uk/docview/1283752967] [Accessed 01/05/2014]