More than one in three traders use the Vine micro-video publishing app as part of their content marketing campaigns. These pioneers in short video marketing use Vine to showcase products, entertain, build a brand, engage buyers, and even provide basic customer service.
In its Social Commerce IQ Retail 2013 report, 8th Bridge, a social media platform, found that 38% of 800 (mostly larger) retailers were reviewing videos posted on Vine. Vine is a free app for iOS and Android that allows users to post six-second videos. The use of vines is still far behind Facebook. But many marketers believe the six-second movie is a valuable marketing tool.
Even very small businesses can use Vine for at least five marketing purposes.
Use Vine to present products
Vine videos, which can be easily captured using an iPhone or Android mobile device, can be used to display the products, giving shoppers an animated preview of the products.
These Vine-powered product videos can be as simple as a 360-degree view of an item or stop-motion masterpiece that features multiple products in a category.
Fashion retailer Net-A-Porter has used the latter approach to show off a number of its trendy women’s shoes. The Vine video was posted to Net-A-Porter’s Twitter feed and shared multiple times on other social media networks.
In another Vine video, Net-A-Porter focused on its Pashli handbags, which sell for between $ 650 and $ 825. The Vine video again used stop-motion photography to demonstrate just how versatile and attractive the product is.
Vine videos are also easy to embed into any website; they can be used directly on the product or category detail pages.
Use the vine to entertain or inform
Vine videos can be fascinating to watch. The most entertaining will be shared multiple times, potentially extending a trader’s exposure to new customers. These short videos can also be used to provide good, useful information.
For example, Nordstrom, the multi-channel retailer, posted a Vine showing how to tie a tie. The short post appeared on more than a few social networks and had around 140 likes directly on Vine.
Videos like this can be used as blog posts, embedded directly on one or more product detail pages, and shared on social media. Threadless, an online retailer specializing in crowd-designed t-shirts, frequently posts entertaining Vines, like its Hulk-themed weirdness from July 2013. The Vine, It’s Not Worth Anything, actually featured one of the shirts for sale on the Threadless website.
Use Vine to build your brand
When it comes to ecommerce marketing, Vine may be the best at helping to build the brand because it can give buyers a better idea of ââwhat a merchant stands for. Often, marketers want to convey a particular message or worldview to buyers.
Threadless wants to appeal to young people. So she produced a Vine video showing some employees skateboarding in the Threadless warehouse. The six-second film shows Threadless buyers that the company values ââthe skateboarding community and, in fact, is an active participant in that community.
As another example, consider American Apparel. The company is known, in part, for its wide range of basic clothing made in the United States. On Vine, American Apparel often shows its Los Angeles-based manufacturing plant. Buyers who see the vines are reminded that American Apparel has made a significant investment in American workers.
In addition to focusing on products made in the United States, American Apparel is often involved in social and political issues of importance to its customers. The company recently released a Vine with Olympian Jennifer Kessy in support of Principle Six of the Olympic Charter, stating that any form of discrimination “is incompatible with membership in the Olympic Movement”. The sixth principle was a hot topic at the recent Olympics in Sochi due to Russian restrictions on same-sex relationships.
Use Vine to engage customers
Like almost all social media platforms, Vine can also be used as a way to engage potential customers. Buyers, for example, can post their own Vine videos in response to requests from merchants or as part of a marketing contest. Shortly after Vine’s release, ASOS, a multi-channel fashion retailer, asked its customers to post unboxing videos of a product shipment to Vine and use the hashtag #ASOSUnbox.
Savvy e-commerce specialists might encourage similar posts with hashtags or even run a contest or offer. Maybe any buyer who posts a Vine related to a product can get 10% off their next order. Or maybe the Best Vine of the Week posted by customers wins a $ 25 gift card.
Use Vine for customer service
Vine’s short format videos can also be used for very basic customer service or frequently asked questions. As an example, Net-A-Porter recently released a Vine showcasing its new mobile app.
Online retailers can also use a Vine to show users how to process a return or how to find order history.