29 Dec

Vine: The Good, The Bad And The Ugly

Published in: Blog
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Vine: The Good, The Bad And The Ugly StarTribune.com


Vine is the ‘newest’ social media platform and maybe you haven’t heard of it.  Don’t feel bad as it is just getting its legs under itself as it grows into a way that people and now businesses are leveraging.  If you don’t know Vine allow me to give you some bullet points about what it is:




  • A video sharing social media network that incorporates 6 second looping video as opposed to full-length video
  • The Vine app is available for free at the Apple App Store (iOS).
  • It is compatible with the iPhone 3GS, 4, 4S, 5 and 3rd and 4th generation iPod Touch,as well as the iPad.  Required iOS 5.0 or later
  • To operate Vine, point your device and record by holding your finger down on the screen.  If you lift your finger then the recording stops and can be re-started again by pressing the screen.  This gives you the opportunity to move the items that you are recording and link multiple clips together.
  • Vine recordings can be shared with Twitter and Facebook and potentially more social media platforms in the future.




The Good About Vine


The good, or what I can excellent, part of Vine is that the videos are extremely short in length.  Lasting only 6 seconds a users attention is captured and doesn’t need to be sustained for long periods of time like a :30 commerical or a 60 minute infomercial.  In this world of give it to me now and make an impact quickly there is no choice when it comes to Vine.  Don’t use your 6 seconds wisely and the viewer will move on faster.




6 seconds may seem like a short period of time, and it is, but it just forces the business to be creative and that is what is good about Vine.  Companies cannot just post 6 seconds of themselves talking about their product.  They now have to showcase how the product is used and truthfully that is what you should want as a company.  Entice the viewer to want to purchase the product by showing them how easy it is to use your product in 6 seconds or less.




Don’t believe it can be done? Look at the 10 best Vine Videos according to the Tribeca Film Festival by clicking here.




The Bad About Vine


Its limited distribution makes Vine an application that not everybody has access to.  Yes it does seem like Apple and all its products have taken over the world, even I am a recent convert to the iPhone, but it does not have 100% penetration of the market.  If you are running and Android based phone then you cannot use Vine and this limited distribution is the bad about Vine.




Companies looking to make a HUGE splash via Vine cannot do it directly through the app and will need to have established accounts on Twitter or Facebook first.  That doesn’t sound like a big deal but if a company has no marketing strategy to leverage Facebook or Twitter and all they end up posting is Vine clips then they will either not attract followers, but if they do they will quickly lose them.




The Ugly Of Vine


The ugly of Vine are the Vine clips themselves at the current moment.  Yes, there are a number of accounts that are truly leveraging the platform correctly but there are others that are making a mess of it.  Of course, it is to be expected that at the current state of its age it is no surprise that mistakes are being made but simultaneously something should be said that if you cannot produce a decent 6 second loop that you shouldn’t publish it.




And when I say Ugly I mean just that.  Vine clips that mean nothing and show nothing and don’t enhance your experience.  These can be seen in this link to the worst selfie Vines as posted by The Huffington Post. And if you want more bad Vine clips just click this link, but it actually showcases both good and bad business uses.




Like any other social media platform it will take users some time to adjust to the nuances that Vine presents.  The 6 second time-frame seems daunting at first but as you can see in the examples above it can also be quite entertaining and ends up taking up more of your day than 6 seconds and that is what businesses want:  Engagement.




That being said don’t jump on the Vine bandwagon because your competitor is doing it.  Let them make the mistakes, learn from them and adopt a strategy that will allow you to join the Vine movement with well thought out and executed ideas.


Last modified on Wednesday, 25 December 2013 22:31
Jason Bahamundi

Jason Bahamundi is a marketing specialist with Sonix Studio, a web development, design, SEO and hosting firm with offices in Green Bay, Wisconsin and Dallas, Texas.  An MBA graduate from Iona College in New Rochelle, NY with a BS in Marketing from SUNY-Oswego Jason started his career in marketing in the television industry creating marketing plans for Fortune 500 companies including Pfizer, Clorox, Kraft and Darden Restaurants to name a few.

Jason is not only a marketing professional, but also an Ironman triathlete, which is to say that he knows no limits.  Being able to be creative on the fly is one of his assests and has benefited him and his clients along the way.

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