If you’re using Twitter you might have seen the hashtag #vine popping up all over the place, usually accompanied by a six-second looping video. Vine is the iOS app that enables people to create these bitesize videos, or ‘Vines’, and share them with their followers through Twitter.
THE MOVE TO MICROCONTENT
The Vine blog sums up what it’s all about:
Posts on Vine are about abbreviation -- the shortened form of something larger. They're little windows into the people, settings, ideas and objects that make up your life. They're quirky, and we think that's part of what makes them so special.
As internet users we have serious time constraints. We might be spending a lot of lives online, but the sheer volume of content available, all competing for our attention, means we want to learn, to experience and share things in as short an amount of time possible. That’s the need Twitter satisfied with text messaging and Instagram with pictures. It was never going to be long before video became part of the microcontent revolution.
WHERE MICROCONTENT WORKS BEST
How many times have you scanned through your Twitter feed until something interesting grabbed your attention? We use social media as a way of curating things that might be interesting to us, before filtering through to get the good stuff. A six second Vine might not seem like very long, but if you’re a blogger six seconds might be the maximum someone who doesn’t know you will give you.
Microcontent is made for social media, it’s instant gratification at the click of a button, and video is the perfect format for it. Social media is the high street everyone’s ambling down, window-shopping as they go. Tweets are kind of appealing, people might stop for second, nice pictures in the window will get some attention too, but an engaging video is the type of thing that’s going to draw the crowds. If you can get people’s attention, you can get them through the door to your blog.
USE VINE TO CONNECT PEOPLE WITH YOUR WORLD
Going back to the quote above, Vine’s are ‘little windows into the people, settings, ideas and objects that make up your life.’ If Vines are the window, your blog is the home of things that make up your life, the things you are passionate about.
As a blogger, you can use Vine to give people a tantalising glimpse of your world. If you’re a film blogger, can you review a film in six seconds? Got a new how-to vlog, can you do a six second version? Give people something interesting that they can digest in a small amount of time and there’s a good chance they’ll come to your blog to find out more.
Check out this Vine from Rolling Stone, who asked followers to guess who was on their next cover:
Or this lessons in layering Vine by fashion magazine Lucky.
Used the right way, Vines can be highly effective in creating appetite for your content, giving people a snapshot of who you are and what you’re about, and if you haven’t started vlogging yet and you’re interested, Vine could also be an easy way to get started. Start with Vine and maybe build up to recording longer content that you can then upload to YouTube and embed on your blog. So, what’s stopping you?
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