Since launching in June 2012, Vine has become increasingly popular. Last year, the short-form video platform announced it had reached 40 million registered users. Despite not revealing how many of those were active regular users, that's an impressive figure for any app. And by constantly improving with new features, as well as its integration with Twitter, all this points to the potential for reaching a wide audience.
But that doesn't necessarily mean that every business and brand will benefit from using it. In this video blog, we asked Byron Garbett, a social wizard over at Ice7Media, how a business should decide whether to include Vine in their marketing strategy.
Byron Garbett: When it comes to social media and whether businesses should use micro video such as Vine, there is no right or wrong way to approach it. What you should do is split test: try, see how well it’s received. If it has a positive impact continue; if it doesn’t, don’t.
Personally I think a good Vine is a humorous Vine. Those are always the ones that will go far and wide. You can try and innovate, things that people haven’t thought about using Vine for, but at the end of the day it’s a personal preference, you can get your own identity across.
But it all stems down to your audience, so if you’ve got an account with no followers, you can make the best Vine in the world and nobody will see it. So it always boils back to managing your social media accounts, growing your natural audience and having these people ready to receive good content.
There’s no right or wrong way to use these things, without split testing them to see if people appreciate the effort that’s involved in creating something like that.