Vine, a 6-second looping video, has been suggested by some to be going out of fashion in favor of Snapchat and Instagram, especially since it lacks a specific advertising formula. Unlike other social media platforms, Rebecca Lisi points out that Vine requires more organic and stealthy marketing to be successful. It can still be successful, as long as you’re reaching out to a specific, younger audience.
- Targeting a younger audienceVine’s short length is ideally suited for a younger audience, since Vines can have an addictive quality when created effectively.It is important to remember that millennials are cause driven so when trying to advertise to this market it is crucial to include your cause or message in the Vine, like the Human Rights Campaign does here.The Millennial Impact Study conducted by Achieve and the Case Foundation found:
If a Vine is addictive, many younger people will be more inclined to share it with their friends or post it on social media sites, which can expand your brand awareness. SurePayroll found that:
Here is an infographic created by SurePayroll with more key information about using Vine:
2. Connect with influencers
Since Vine’s typical audience is organic, a great way to spread your brands message is by getting involved with Vine influencers. These are people who have massive followings within Vine, which can spread your cause to a wide range of people.
Recently, Twitter acquired Niche, a startup that works with brands to connect them with Vine influencers to promote their brand.
From here, if Vine is not the ideal platform for your brand, you can share the Vine on other social media platforms like Twitter and Facebook.
3. Using a genre that fits your brand
There are numerous genres that be used on Vine from comedy to documentary and it is essential to choose the genre that fits with your brand’s cause.
When using Vine for advertising, you should be conscious of what your target audience is looking for, but you don’t want to do so at the expense of your message. For example, if your nonprofit is devoted to stopping animal cruelty a heartwarming Vine will probably be more successful than a funny one.
Digital Information World has put together a helpful list of 14 Do’s and Don’ts of Vine Marketing.
After all, the most important thing to remember about Vine is that its success is based on how well it suits your target audience.