Should Vine Be Part of Your Marketing Strategy?
By: Amy Morin
Deciding which apps to use to market your business can seem daunting. However, Vine is turning out to be a big hit, and when used creatively, it has huge potential to draw customers to your business.
How Vine Works
Vine is an app that is now available for both the Apple and Android market. Vine allows users to create quick, six-second videos that can be broadcast on various social media sites. Many major brands, such as Gap and Taco Bell, have found success in using Vine to reach customers.
Vine was originally only available to Apple users. However, after 13 million people downloaded the app, Twitter acquired it in October 2012 and made it available to the Android market.
According to Twitter, 12 million Vine videos are posted on Twitter alone each day. Vine videos can be posted on other social media sites as well, such as Facebook.
Potential Drawbacks to Using Vine
Despite the popularity of Vine, there are certainly a few potential drawbacks. For example, six seconds doesn’t give you much time to market your business.
Even short traditional commercial lasts 15 seconds so squeezing your advertising into 6 seconds or less can seem impossible.
Another potential drawback is that Vine is relatively new. Therefore, not all of your customers might not actually be using Vine yet.
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Develop a Marketing Strategy with Vine
Companies are still experimenting with ways to reach their market in six seconds or less. Fun and humorous tidbits get shared frequently across social media sites which allow companies to harness the true power of social media.
Vine can make it tempting to create large quantities of video. After all, a six-second video can be produced quickly.
However, if you hastily create content you’ll defeat the purpose. Customers aren’t going to watch large quantities of your videos. Instead, you might turn them off if the first video or two they see isn’t up to par.
Establish a clear marketing strategy that outlines how to use Vine.It should be specific to Vine’s limitations so that you don’t end up trying to squeeze a 15-second commercial into a 6-second video.
Animate Your Images
Animated images have become a popular technique when creating Vine videos. Simply stopping and starting the camera after moving an object slightly turns those still shots into video.
Companies such as Lowes and Urban Outfitters have created successful animations.
Involve Customers in Your Efforts
The key to any good social media strategy is getting customers involved. Ask customers to send you Vine testimonials or encourage them to tape themselves using your products.
Create Content that Customers Will Want to Share
Keep in mind that your efforts will really pay off if you create content that customers will want to share. Therefore, give customers something that will really catch their eye.
Creative images can go a long way to speaking volumes about your business and when you’ve only got six seconds, every second certainly counts.
As a business owner, have you tried out Vine yet? If so, what was your experience like?
About the Author: Amy Morin writes about psychology, marketing, and news articles on the web.
How AWS helps NASCAR delight its fans
AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”
AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”
Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”
Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”
Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”