Using Vine for PR
I like Vine. I like the concept and in particular, I like how fun it is and simple to use.
I believe Vine will do the same for video case studies that Twitter did for blogs. How can you tell a story in a six second video clip that continuously rolls? Well the same was said about 140 characters but people simply got smarter about how they communicated their stories and it exploded.
You can see here is an example of a Vine we made in the office which although simple and rough around the edges, I believe gets across our story more than effectively.
From a short six second clip you can see that my PR agency works with Kaspersky Lab, that we ran a campaign around safer internet day and generated some strong national coverage. It is enough to whet the appetite and hopefully if people want to know more they will ask. Ultimately, I can see these Vines linked to longer form video case studies with a six second Vine being essential to getting someone to click through and invest two to three minutes of their time watching a longer form case study.
View Paul Stallard's profile
I’m yet to be convinced by this. However, I’m reserving judgement until there is an Android version that I can actually experiment with. My main problem is that I keep clicking on links that promise me a great example of Vine in use – and not a single one is any good. None of them tell an interesting story more effectively or in a more compelling way than the 140 character tweet.
Interestingly, we discussed this early this week when I was lecturing a mix of international post-graduate business, PR, communications and marketing students. We were discussing the growing importance of online video, but not one of them was taken with the idea. The main arguments being you could do anything worthwhile in six seconds and therefore wouldn’t waste time looking to see.
I’m a big believer in ‘re-purposing’ content. The clever part is creating an idea so once you’ve done that it should be done in as many different formats as possible – tweet, blog, video, audio, infographic etc. Each has advantages and disadvantages, but most importantly it makes the information available in a format that the stakeholder wants, rather than what you’ve chosen to give them.
You hint at my main issue when you say that the six second video might be used to convince someone to watch a three minute video. Problem is what’s going to convince me to waste six seconds in the first place when I could read 20+ tweets in the same time?