When Twitter released Vine a short while ago, a mobile service to record and share short videos, no one realized how serious the implications of this kind of technology were. Now, it’s taken the commercial video production world by storm. Big brands are jumping on board, and if they are, you better too!
The idea of getting a meaningful message across in 6 seconds is kind of absurd. However, if you would’ve said 10 years ago that you couldn’t walk down the block without seeing 95% of passers-by on their cell phones, you would’ve sounded kind of absurd too. So, it’s safe to say things have changed.
Most businesses seem to have come to terms with this new era of communication, realizing it’s much more beneficial to dip their toes in the water than to sit back and hope the tide changes. What’s more, savvy companies have already begun to use Vine in some very interesting ways and the world of commercial video is at a turning point.
Some companies are bringing the in-store shopping experience to the customer with POV-shot virtual shopping sprees. Others are taking advantage of Vine’s stop-motion nature by animating products into sympathetic characters. Giving the audience a reason to care is key and iconic characters are a good way of accomplishing this, even if they’re a bottle of shampoo.
Repetition works. I repeat, repetition works. The key is, of course, to be concise and precise. With just 6 seconds, you don’t have time to tiptoe around the tulips. You must get to the point fast and, when you arrive, make sure it’s crystal-clear. Think more Hemingway than Joyce.
Many companies are aiming for quick and memorable punchlines and, if you can still be effective while being comical, then why not? Elements of surprise or clever and concise taglines or jingles are also effective methods of ensuring your message gets across in the limited time.
The inherent limitations of Vine, though, are part of its appeal. People like the even playing field that 6 seconds provides, but time isn’t the only constraint. Vine also requires in-camera editing, and camera movements are limited simply because of the time they take to complete.
It’s critical that a commercial video production on Vine be memorable and shareable…shemorable. Nowadays, people are bombarded by ads and images all day, so you need to give them a reason to remember yours. More so, that reason needs to be captivating enough for them to share it with their friends, and for those friends to share it with their friends, and for those friends to…you get the point.
KVibe Productions is a full-service video production company. Whether it’s a product video production, a corporate video, a feature film, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.