There is no doubt that Twitter-owned Vine has created a new and exciting platform for brands to create light-hearted, fun and more humorous content. With looping six-second videos, Vine demands exceptional creativity and sharp storytelling. Since its rollout we’ve been watching how brands are using Vine to tell their stories, here are a few things we’ve learned so far:
Be a master storyteller
Refine your story, then refine it again. Before picking up your phone make sure you have identified what your story is. Define your creative direction and edit the story before you press record. Remember, you don’t have to complete the story in one video. In fact we have seen brands like GE and Burts Bees master Vine videos by creating a series of Vines using the same themes, characters and styles with great success.
Find a production quality balance
Vine champions quick and timely videos without the use of expensive equipment or professional editing tools. The platform has leveled the playing field from a video production perspective (minus those that have managed to ‘hack’ Vine). With the mobile phone as your camera, Vine has made us all video producers but that doesn’t mean it’s easy to make compelling videos. Make sure to storyboard your ideas, plan for every fraction of a second, practice your shots (lighting is key) and find a balance that fuses high production and fun/casual videos. We have seen that many users on Vine are less impressed with professional videos and more focused on creativity and the strength of a great story.
Plan for your approval process
Within Social@Ogilvy many of our clients require a set of approvals from various departments. While Vine has recently added functionality to edit videos and save them, remember that in some cases you may have to recreate your entire six second video. Plan accordingly and be prepared to make a last minute change to your video.
Prioritize visuals for Twitter
Since its recent IPO, Twitter has made significant changes to its offering that prioritize visual content in the Twitter timeline. Now, photos and Vine videos are featured more prominently to allow for more people to see your content so take advantage of this space.
Remember your audio…but be able to tell your story without it
In many cases, viewers may watch your video for the first few times on mute. While audio is certainly important and should be accounted for, your Vine videos should be able to tell a story without it. When producing your Vine videos, account for audio recordings but don’t rely on it to tell your story. There is no doubt, short-form storytelling is here to stay. Are there any particular branded Vines that have gotten you excited? And because no Vine blog post is complete without including some really fun videos, here are a few that have halted productivity in the Ogilvy Washington office: