Since Vine launched in January 2013 it’s fair to say the six-second video app has taken off. According to Vine, every month now more than 100 million people watch Vines across the web. Owned by Twitter, the social media platform boasts 1 billion views or ‘loops’ of videos every day, with the majority of users being teens. The largest age group on Vine is 18 – 20 year olds. But are Kiwi brands slower on the uptake than our global counterparts?
Vine is still fairly nascent platform and, aside from V Energy, we haven’t noticed a huge number of Kiwi brands using it too creatively. But, just a few spots further down the alphabet, Z Energy is giving it a crack and we enjoyed its attempt to draw attention to its super long hoses as part of its ZipThru campaign.
Staff generally see more of a company’s advertising than its customers do. But even so, brands are often dropped on them from a long way up, without an explanation of the full story, or the thought process behind them. And that’s a waste of potential advocacy, says Goodfolk’s Michael Easton.
Twitter’s Vine app is groaning under the weight of over 13 million humans sharing absolutely everything about their lives, no matter how banal and uninteresting, via six-second snippets (Facebook is competing with the launch of video for Instagram, which launched last week). And while some creative types believe restrictions lead to better solutions, this Funny or Die clip shows the short-format approach isn’t too well-suited to making ads.
If Rule 34 of the internet is “If it exists, there’s porn of it”, then surely Rule 35 is “If it can host porn, it will host porn”, a lesson Twitter’s new video service, Vine, has learned today.