Although platforms such as Facebook, Twitter, Snapchat, and Instagram are currently buzzing throughout society as reigning social media royalty, one platform is silently trailing behind and gaining popularity: Vine. The video-sharing smartphone application, developed and owned by Twitter, is a network of short, often humorous videos created and uploaded by users. Due to the typical six-second length of the videos posted, Vine is especially popular among the younger generation and individuals who have short attention spans.
Unlike other networks, each of which rose to internet fame with volume and vigor, Vine has been discreetly climbing toward the top. According to a report conducted by the Pew Research Center, 24% of American teenagers use Vine, not far behind the 33% of American teenagers who use its developer, Twitter. Additionally, a recent announcement from Vine stated that the service receives 200 million viewers per month – that’s a large opportunity for consumer outreach.
The reason why Vine can be so influential is because it takes advantage of the popularity of other social media networks, as its sole purpose is to create videos that can then be posted onto Twitter or Facebook. Arguably, the reason why Vine is still influential among teenagers, and not sent to the internet graveyard like Myspace, is because of its connection to the ever-popular Twitter. Similar to YouTube, individuals can’t rely on the Vine platform alone to gain viewers, rather, social media networks can be utilized as marketing strategies for Vine videos.
Vine, on its own with no marketing, is not effective. It is best viewed as an addition to social media to increase followers, shares, and user engagement. If you love social media, you know that a simple post alone is never going to do much of anything. People, especially teenagers, are visual and distract easily. Consider this: if you saw a video posted on Twitter that was ten minutes long, would you really click on it? Chances are, you wouldn’t; however, if you saw a video that was six seconds long, you would probably take the time to check it out. In a six-second video, you’re forced to get straight to the point, often utilizing humor to increase the quality of such short footage. So, try it out; see what happens.