Vine Announces Improved Twitter Integration to Increase Creator Exposure

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Twitter-owned video app Vine has announced an update which will enable users to better align their Twitter and Vine profiles, adding increased exposure potential to each.

From the official post:

“We’re making it easier for you to find and follow your favorite accounts and creators on both Vine and Twitter. If you’ve connected your Twitter and Vine accounts, your Twitter account will appear on your Vine profile and other areas of the app. And a new Twitter setting lets creators choose to show their Vine account on their Twitter profile.”

The change is relatively straight-forward – on Vine, if you’ve connected your Twitter account, your Twitter username will now appear on your Vine profile and in Vine messages.

Vine Announces Improved Twitter Integration to Increase Creator Exposure | Social Media TodayThis will also make it easier for people to find Twitter friends on Vine, as you’ll be able to search by Twitter handle to look them up on the app. When someone taps your Twitter username, they’ll be taken direct to your Twitter account, giving Vine users an additional way to connect with their favorite creators.

On the flip-side, a new Twitter setting will enable Twitter users to show and link back to their Vine accounts from their Twitter profiles.

Vine Announces Improved Twitter Integration to Increase Creator Exposure | Social Media TodayAs shown in the image above, visitors to your Twitter profile will see not only your Vine account link, but also a listing of your total loops on the app – a figure they’ll also now be able to see when they visit your profile on Vine. When they tap on either link, they’ll be taken to your Vine profile.

Released in 2013, Vine has established itself as a valuable content channel, with more than 100 million monthly active users viewing over a billion Vine loops every day. One of Vine’s biggest strengths has been in providing a creative platform for new talent – Vine creators like Lele PonsKingBach, and Logan Paul have all been able to leverage their Vine content into lucrative careers, helping brands create highly shareable content that appeals directly to the Millenial audience. While other platforms like Snapchat and Instagram have continued to get most of the attention in the visual social media space, and video has become a larger focus for both Facebook and Twitter, Vine has quietly continued its own upward trajectory, and has become a major focus for many large brands.

This update will particularly help those Vine creators who are looking to better promote themselves and get attention for their work. This closely aligns with Twitter’s acquisition of Niche in February, a talent discovery platform which “matches social media stars with marketers and advertisers who want to reach the young users who inhabit those platforms full-time”. By better aligning with these creators, Twitter is working to establish stronger bonds and keep their content tied to Vine, rather than see them move off to other platforms. Twitter also recently announced new video monetization options which will enable creators to generate income from video ad ads linked to their content, offering a larger cut of the revenue than what’s on offer from YouTube or Facebook.

Nick Cicero, the head of influencer marketing company Delmondo, has called the new Twitter monetization options a ‘win-win’, noting that the system might also enable Twitter to recruit popular YouTube stars to create content on the platform

Discovery happens on distribution platforms, and today those distribution panels are social networks like Twitter, Facebook, YouTube and Snapchat. As people are more used to having multiple devices in front of them at all times, how and where they consume content is changing too. Why make it harder for people to go to another place to watch a video or see your photos when what they really want is to get in, find what they want, and get out?”

The latest Vine update moves in-line with this trend, and in building relationships between Twitter and its expanding creative community. 

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Three Questions to Help You Decide Whether to Start Using Vine

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Consumers’ attention spans are shorter than ever. YouTube marketing guidelines used to be 30 seconds—now we’re lucky to sit through 10 seconds. The evolution of marketing has accelerated because of the Millennial Generation and the introduction of mobile and social platforms like Facebook, Twitter, Instagram, and now Vine, the popular mobile phone app that plays 6-second videos.

Brands have capitalized on video marketing to this fully-connected generation through social media. But why is Vine different?

Vine appeals to the “snackable moments” aspect of today’s digital lifestyle and gives consumers a 6-second snapshot of a brand. They might be amused, they might roll their eyes, or they might be intrigued and want to know more, but the Vine video is a tiny time-cost to the consumers that they give freely to brands.

Marketers have a unique, though brief, opportunity to catch the moment and connect with an individual, yet they must understand the best way to distill the brand experience or offer to a customer in 6 seconds. It’s a challenging creative exercise for marketers but ultimately, it all comes back to how Vine fits with a brand.

But don’t try Vine “just because.” You don’t want to be a cautionary tale on “Vines Gone Bad” for other marketers.

That being said, Vine can also be a tremendous marketing tool if the fit conditions are met. John Mowat at Adweek included some of these considerations for Vine. He argues Vine is a brand tool, not a hard sell, and I’d agree, but he also notes that successful Vines are geared towards the brand community.

Here are a few questions every marketer should ask in deciding whether to market through Vine.

1. How does Vine play into my cohesive digital strategy?

The consensus in advertising that mobile video is the future is still under question by some.

Moreover, mobile video can run in apps like Facebook, Snapchat, and YouTube, or be bought through ad networks that serve the mobile Web. There are the 6-second snippets housed on platforms like Vine; 15-second and 30-second formats, mostly seen on YouTube; and animated GIFs. This fragmented landscape is creating uncertainty at an otherwise perfect timing for mobile video.

This fragmentation must be avoided if you want to gain the most success from mobile advertisements.

The worst thing you could do would be to spin up another disconnected silo, so Vine should be considered against the totality of hat you’re doing digitally. Vines should be deployed strategically from the brand perspective and created to augment all other pieces of the marketing mix. Done well, Vine will help everything flourish.

So, make sure it complements what you’re doing and make it more of a pay-off to an existing campaign versus something totally out of the blue.

2. Does Vine fit with my brand?

Mobile video is among the fastest growing segments in digital advertising, attracting $ 2.6 billion in the US this year, an increase of 70% since last year. But that figure still only represents about 10% of all mobile advertising.

There is a great window of opportunity to seize the moment with Vine. A recent study estimated that more than 105 million US smartphone users will watch video at least once a month on such devices in 2015—a golden opportunity to engage and connect with the consumer.

Vine isn’t for everyone nor a natural fit for every brand, so thought must be given to what Vine users expect, how that pays out your brand, and how you can execute creatively against it. Use analytics on all your customer data to gauge how an individual recipient will react to the six-second brand push. Is it welcomed or annoying? Intrusive or exciting? This data is crucial to success.

3. Who is my target audience?

On the surface, Vine might feel like a Millennial’s tool or toy, something that lends itself more toward leisure and fun for a younger generation (although Centennials are right on their tails), but not a serious business marketing tool.

Then again, people said the same thing about Twitter when it first came out. Now video is the flavor of the week; watching is easier than reading, especially when consumers are using their mobile devices.

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Be smart when you decide whether to use Vine. Don’t use it in isolation. When done right, Vine has all the potential to beautifully complement the rest of your brand’s digital marketing mix.