If you haven’t fooled around with Vine yet I highly suggest you check it out. Vine is a new app launched by Twitter just a few short months ago that allows you to create micro-stories that can delight, surprise, capture, or inspire in the moment. Similar to Instagram, Vine capitalizes on users experience in real-time. Of course there is going to be ridiculous and silly content but for the most part, I’ve been really impressed with how creative people have been with a six second story. The beauty of a six second ‘movie’ is, like the 6 word text story, it can offer a window into an entire story world. It didn’t take long for big business to catch on–the recent release or ‘tweazer’ as it is now dubbed–for The Wolverine starring Hugh Jackman is the first use of Vine as a promotional tool that has been so widely viewed.
— Gray Whitten (@el_gray) March 25, 2013
Six seconds? Is that all you get you ask? Well, Twitter gave us only 140 characters to tell our story and somehow we have managed to tell millions of them and their minimalist philosophy now extends to their video version. For travel, tourism, and hospitality companies, this is a tool that you can utilize to give insights into all aspects of your day-to-day operations. The key factor is portability; as an app you can now capture a story and upload it instantly from your iPhone. I can feel reputation management types shuddering as I type. But here’s the thing–it’s a great opportunity to create narratives that capture your essence and allow viewers an insight into your business by providing a flash of story that invites them to find out more about who you are. The Rogers Hotel has been shooting Vine’s since I think the first day the app was released. They know their social media savvy customers are going to love their clips and engage with them on this channel but it can’t hurt their SEO either to have an engaged community talking about their latest clips.
Here are a few ways six seconds of video can be useful:
1. You can shoot behind-the-scenes footage in real-time
2. You can showcase employees doing great things to create your service or product
3. You can record a live event at every stage of production
4. You can feed content to multiple platforms (blog, Facebook and Twitter so far)
5. You can entice, delight, surprise, and inspire your customers to get to know you more
6. You can tell the ongoing story of your life as a company
Vine, like any other social media tool, is just that–a tool. It might not be where you want to spend your time but if your customers are hanging out with Vine and using it to talk about your service or product then it might be a good idea to talk to them in the language of micro-storytelling. It’s not rocket science but it will take some investment of your time and a willingness to think creatively about how you are building your long-term narrative. A few days ago, Vine created an ‘embed’ button that allows you to embed Vine videos right into your website. How cool is that? This is a great way to create video content (helps with SEO) that requires no post-production and adds a fun, social component to your website. Here’s a Vine I took of a Harbour Air seaplane landing. I am still ‘fooling around’ with the app and have had lots of misses but as with any new skill, practice makes perfect!
Micro-stories are here to stay. Staging your stories for success is key to making six seconds engage. You have to think like a story hunter. Don Hoffman, co-founder of Vine says that the purpose is for users to share “little windows into the people, settings, ideas and objects that make up your life”. How will you use micro-storytelling to create windows into your business?