Here at the KVibe Productions blog, we talk a lot about the importance of video production as part of your marketing plan. However, this post isn’t about the importance of video marketing in general and basic tactics, but the specifics of about using sites like Vine and Instagram.
Nowadays, simply making a traditional explainer or corporate video production and posting it up on your company website won’t cut it. Too much of the online video audience is flocking to sites like these for content.
That means you need to do whatever it takes to get content onto these platforms. Now, that doesn’t mean it’s easy or that you’re born knowing how to do it.
So, let’s take a look at what separates Vine and Instagram from one another and the things you need to keep in mind when creating videos to post on these platforms.
Vine is Twitter’s answer to YouTube and, like Twitter, it’s all about saying a lot with a little. It’s about saying as much as you can in 6 seconds or less, to be exact.
For so long, video production services were thought of as too time consuming or expensive to justify making them a part of the marketing plan for most businesses. Vine makes things easier, cheaper, and faster.
Now, just because you only have a few seconds, that doesn’t mean you don’t need to make every one count. You must showcase what you offer or what you’re all about in a quick and clever way, rather than crafting a more drawn-out approach.
With Vine, you need to design video productions that will come across as authentic and engaging. It’s a tight-nit community, so you need to be an active, participating member.
Then, there’s the fact that, on Vine, the videos loop. That means you can’t just craft a video to make an initial splash, but one that’s worth re-watching again and again.
You should also include a link to your website, of course, to generate more leads and visitors, and Vine video’s ability to be embedded on websites was perhaps the biggest reason for its rapid rise in popularity, so make use of it.
Now, the limited length of Vine videos can be viewed as a blessing or a curse. After all, it’s led to some truly creative and memorable brand creations, but some companies may find the time constraints too limiting.
While it might not seem like a lot, the extra 9 seconds that Instagram provides may be enough to prompt some brands to go that way instead.
Like Vine, Instagram is cost-effective and easy to use. It’s also a great way to display your sense of community and culture.
Since first being released over 3 years ago, the platform has grown rapidly in terms of the amount of members in their community.
Instagram is owned by Facebook while Twitter owns Vine, and Facebook has a much larger community than Twitter. Therefore, you can simply reach more people through Instagram than Vine, although those numbers are deceiving because many Instagram users are there for images rather than videos.
What really sets Instagram apart from Vine, though, is its filtering capabilities, which allow for more stunning visual creations.
Instagram also allows you to delete certain unwanted takes, while Vine makes you start back from the beginning (all 6 seconds earlier) if you want to make a change. Instagram videos don’t loop like Vine’s either.
Also, like Vine, it’s a mobile app, so that means the timing of your posts are critical to your success on the platform. You need to find out the peaks hours and post then. Both platforms allow for the use of hashtags as well, and 5-6 are recommended per post, which make things easier to find and can connect followers on various platforms.
On top of all that, you need to complete your profile, link up with other social media sites, and be personable and authentic at all times.
Instagram or Vine? What kind of story do you want to tell?
The bottom line is, numbers show that more and more people are watching video content online and that videos are shared more than any other form of content. And YouTube isn’t the only fish in the water anymore.
Vine and Instagram each present new possibilities to marketers and brands. And once you get the hang of the ins and outs of each platform and which practices work best where, then you can start thinking about consistency.
No matter which you prefer, one and done doesn’t cut it on these platforms. There are too many clever videos posted on these sites, which means that if you just design a single effective video production, you can’t expect much of a community to form around your brand.
Frequency is key. Try sharing one video post per week and, remember, every video you produce doesn’t have to be a game-changer. The important thing is that you maintain an active presence on these platforms and turn out relevant content on a regular basis.
Also, on both sites, it helps to offer the audience some type of incentive for becoming a part of your community. But whatever form your reward comes in, remember that it needs to justify the amount of extra time the user has to spend taking action.
The bottom line: Instagram presents more time and editing options with which to tell your story, and its filtering capabilities allow for more creative visuals, but Vine’s quickness and quirkiness have led to some pretty clever and memorable brand videos.
While Instagram has significantly more users, both have communities made up of millions. So, either way, you stand to reach a lot of people.
The biggest thing is to make sure you brand your videos. You don’t want to spend any amount of time and money creating a compelling video only to fail to properly tie it in with your brand.
KVibe Productions is a full-service video production company. Whether it’s a promotional web video production, a corporate video, or a commercial video production, KVibe offers the total package of multimedia services from development through distribution.