How to make the most of Vine

In late January, Twitter released a new app, called Vine. What exactly is Vine? It’s an application which lets users share six second video clips with other people. Much like GIFs, Vine videos are on a loop. But unlike GIFs, these videos can include sound.

The short videos can be made up of different snippets or they can be one continuous shot. They don’t require any extra editing software, and they are simple to put together. The simplicity of the app has helped with its rapid growth.  As of now, Vine is only available for iOS devices like iPhones and iPods, but that hasn’t stopped it from gaining attention and popularity around the Internet.

Vine might be on its way to becoming the next big thing in social media, so how can public relations professionals begin to take advantage of it?

The length of the videos make it so that Vine can deliver the ultimate elevator pitch. With just six seconds, brands can give consumers the most basic information, while still keeping their attention. Viewers don’t feel as if they’re losing time watching a video because of the short length, and they don’t have to click to play the videos, as they automatically play.

Recently, Taco Bell took to Vine to announce the upcoming release of their new Cool Ranch Doritos Locos Tacos. In six short seconds, they gave a preview of what the new taco would look like and the date of the release.

Vine can also help deliver behind the scene videos. Rather than just sharing photos, these micro-videos can help share events, preparations and insider looks of company headquarters. Websites such as BuzzFeed have shared Vine videos of day to day life at their offices.

Another way in which Vine can be useful is by giving sneak peeks. Vine can help direct viewers to longer videos or to a company website to get more information. These short videos can serve as a teaser of sorts, which will leave viewers wanting to seek out more information.

It’s yet to be seen if Vine will be sticking around long-term, but it has already shown its usefulness for PR professionals.