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Twitter Partners with Vine to Share Mini Looped Videos



If you’re into six second videos then Twitter has a fun, new tool for you called Vine. (Shouldn’t it be called branch? Get it? Twitter bird – tree branch. . . )

Vine is a camera gizmo for the iPhone. You use it to shoot a six second video and then the app creates an auto loop so it plays over and over and over and over. . . you get the picture. Here’s a sample:

It makes me dizzy but I have it on good authority that it will be popular with Millennials, so prepare for the shaky, bouncy, loopy onslaught.

Twitter announced the partnership on Thursday but quickly ran into a problem. Some users found that when they logged in to Twitter through Vine, they were given access to someone else’s account. Since it was a page load problem, no one could actually post to another account, but they could see the other person’s contact information. A page reload made it go away.

There’s no telling how widespread the problem was, but it was big enough for Vine to cut the tie to Twitter and Facebook for a few hours while they investigated. The service was restored and is now functioning properly.

Vine is a cool tool that will likely burn bright for the next few days while everyone photographs their dogs, their kids and their friends making funny faces. Once the novelty wears off, we’ll get to see Vine’s real worth.

Video works but is there any marketing value in six seconds on a loop? You could use it to show your brand logo off in an unusual way. Or create the world’s shortest product demo video. But the real power of Vine is in showing off your company’s personality. Does your staff play Ping-Pong at lunch? Do you have a company pet that roams the halls? Do you brainstorm by doodling? That’s the best way to use Vine to promote your company.

Did you make a video using vine? Leave your Twitter handle in the comment box and we’ll check it out.

  • Alice

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  • http://twitter.com/TedRubin Ted Rubin

    I don’t see it getting used a great deal by the average user once the novelty wears off. Although a friend, @serena, made a valuable point… perhaps Vine will draw more teens/college students, and millennials to Twitter, since they are not really a force there now.

    As a tool for Collective Bias and campaigns, it adds a very valuable fun/shopper in action component, and one which our community can have a lot of fun with as well. Like any other additional step in the consumption of that media there will be a drop off of those who view the tweet to those who view the video, similar to that of a link to an article or post, but without the benefit of the post title being consumed (which can often get across a lot of the post value without it being read) in the tweet every time it is viewed. Curious to see the open rates of the videos. I imagine it will be higher in the beginning, and drop off as the uniqueness and curiosity stage passes, but remain much higher than that of articles/posts since it will be so easily consumed.

    I am not saying Vine has no value, I think it has a lot of potential value and many will find unique and fun ways to use it. I know our Social Fabric community at Collective Bias, and our corporate team, is excited about how to make use of for brands and for contextual emotional connection. What I am saying is that I think after the novelty wears off, the usage a % of tweets, will greatly diminish. And I want to see what happens with the open rates of the videos… remember if people do not take the time to add text, which does add an extra step, the video is just a link without a title.

  • VanessaElizebeth

    Vine has stated that users do not need a twitter account to use its app,but having a twitter account merely makes it faster to sign up.medicaredelaware.com