presents

The Marketer’s Guide

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Enables Visually Rich, Social Content Creation

Vine  allows  you  to  record  six  seconds  of  video  

straight  from  your  smartphone.    There  is  no  

edi9ng,  filtering,  or  remixing  involved;  Vine  

simply  involves  raw  video  capture.    Videos  

posted  on  Vine  run  on  an  infinite  loop,  which  

means  they  play  over  and  over  again.  

Overall,  Vine  is  the  perfect  pla?orm  for  

crea9ng  videos  that  elicit  a  wide  array  of  

posi9ve  emo9ons  among  customers.    With  this  

medium,  surprise  is  key.    

The  element  of  surprise  is  one  of  the  most  

powerful  marke9ng  tools  available  today.    

Surprise  is  addic9ve,  inexpensive,  changes  

behavior,  boosts  emo9ons,  and  s9mulates  

passionate  rela9onships.    

By the NumbersIn  the  last  six  months,  a  simple  six-­‐second  concept  has  

riveted  the  marke9ng  world  and  cap9vated  millions.      Did  

you  know  that:

• 5  Vine  videos  are  shared  on  TwiHer  every  second.

• Vines  are  shared  four  9mes  as  oIen  as  branded  internet  videos.  

• 4%  of  the  top  100  shared  Vines  were  made  by  brands.

• Vines  are  tweeted  more  on  weekends  than  all  of  the  weekdays  combined.  Peak  ac9vity  occurs  between  10am  and  11am  EST.

Sharing Source• Seamless  integra9on  with    TwiHer•  Perfect  star9ng  point  for  user  generated  content  • Embeddable  videos

Sta9s9cs:  AdWeek,  Unruly  Media

“The  science  of  surprise  can  be  used  to  deliver  a  message  

in  a  deeply  compelling  way.”  -­‐  Krista  Peck,  M.S.

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The Psychology of Surprise

Vine Is Growing Because We Love To Share Experiences

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Vine increase your chance to incite audience action

“As humans, we are designed to share,” say Krista Peck, M.S., founding partner of WHY THIS WAY. “Sharing activities and experiences via social platforms satisfies three basic human needs:  love/belonging, esteem, and self-actualization.”  

In a survey of 2,500 people conducted by The New York Times Customer Insight Group on the psychology of sharing, the results revealed:

• 48% share to inform others of products they care about.

• 68% share to give people a better sense of who they are.

• 69% share because it helps them feel more connected to the

world.

• 73% share to connect with others with similar interests.

• 78% share because it allows them to connect with people that

they might not have the opportunity to otherwise.

• 84% share because it is a way to support issues they care about.

General  Electric

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Best Practices For Vine

The 7 Do’s For Vine Videos

1. Do develop a strong, emotional narrative to communicate a focused

message.

2. Do use Vine to provide a teaser for something you are working on.  

3. Do use Vine to provide a quick tutorial for a new feature.

4. Do use Vine to deliver fast facts.

5. Do use Vine to ask an open-ended or closed-ended question.  

6. Do consider unique ways of introducing members of your team to

your Vine audience.

7. Do remember to use up to three relevant hashtags for your Vine

entries so they can easily be found by other Vine users. Kate  Spade

In order to be successful with any social media platform, it is important to understand the context in which you are using it and why.  Vine forces its users to create short form narrative with extreme time constraints; the way in which stories or messages are constructed must be concise.

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Best Practices For Vine

The 3 Don’ts For Vine Videos

1. Don’t try to pack too many messages into one clip.  Leave complex storytelling for other mediums.

2. Don’t be fake.  While you want to put your best foot forward, remember that your audience will know when you are not being authentic.

3. Don’t forget that by using Vine, it becomes one of your brand’s properties.  Be sure that it properly reflects your tone of voice and brand ethos.

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“Because of the way Vine was designed to focus on a single

emotion or feeling, there is less room for fake or overly produced

content. Marketers would do well to capture Vines with authentic

themes that communicate a real moment.”

- Jon Fahrner, CEO, BumeBox

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How Lucky Magazine Finds Fashionable Vine Success

"The best Vines take time. Stop motion Vines, which are by far the most successful in my experience, are no simple task. That's slightly

discouraging because the nature of the platform is quick, but you have to give the people what they want. Some individuals and a few brands have created small masterpieces doing this. All in all, it's worth it."

- John Jannuzzi, Contributing Digital Editor, Lucky Magazine

Lucky  Magazine

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There are thousands of examples of how people, brands, and

marketers are using Vine, but the following nine are

particularly noteworthy:

Bacardi UK created a six second video on how to successfully

make a killer rum and coke.  

BuzzFeed took followers inside their New York headquarters to

show how their staff “gets down.”  

GE illustrated the way in which innovation starts at the drawing board; or in this case, a blank sketch pad.  

7 Great Brand Uses Of Vine

“Vine is a big idea, yet it is a simple one - the two basic ingredients for a successful emerging technology recipe. It is no wonder that some brands are quick to jump in and experiment with it. However, success for Vine does not hinge on early adoption by brands; rather, it depends on whether it can make the transition from emerging technology to an emerging cultural practice like Instagram and Pinterest.”  

– Raman Kia, Executive Director of Digital Strategy, Conde Nast

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Jimmy Fallon created a video of comedic genius called “The

Beginning” that successfully ends the six-second loop with its

beginning.  

The Wolverine by 20th Century Fox created a six-second trailer

for the July 26th release of its latest installment of the X-Men

spinoff.  

Fast Company experimented with Vine at its Innovation

Conference, where it challenged attendees and speakers to

complete the sentence,  “Innovation is...” on Vine, and then

embedded it on their website in a social micro portal.

UO X Converse launched the “Where do your Chucks Go?” Vine

contest.  

7 Great Brand Uses Of Vine

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Making Vine Work For Your Brand

“Don’t miss opportunities to leverage Vine for advertising, PR, or awareness purposes. As hashtags track trending topics and conversations growing rapidly in real-time, you may find opportunities that allow

you to earn your way into a conversation organically instead of with paid initiatives.” - Jon Fahrner, CEO, BumeBox

As marketers using Vine as a connective tool, we must remember to:

1. Play To Emotion:  Marketers should ensure that they are publishing

Vines that capture emotions that lead to value alignment with the

target audience.  Vine is designed to capture the mood or tone of a

moment. The more emotion, the better the response.  If a Vine is

funny, sad, inspiring, contemplative, or provoking, then you have

succeeded.

2. Use Hashtags Well:  With the introduction of trending hashtags,

tagging a Vine well is important, as it allows for easy discovery, as is

the case on Twitter.  See Bumebox’s Guide To Hashtags for more.

3. Keep Storytelling Simple:  Vine can be leveraged as a simple, but

powerful storytelling tool. Since Vine is mobile, it is the perfect

application for grabbing a variety of content. Khoa

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Leveraging Video In Social

Leveraging Visual And Interactive Platforms

Technology is empowering today's consumers with smarter devices,

internet availability nearly everywhere, crisper screens, and networks

that push an overwhelming stream of content to them around the

clock.

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“As social networks like Vine achieve scale, content producers need to reach occupied audiences across them.  This visual culture calls for a new level of expertise in content design, storytelling, and influence where art and science must meet to capture consumer attention and put it to work,” says Brian Solis, author of What's the Future of Business (WTF) and principal analyst at Altimeter Group.

In our highly visual culture with mobile as the new default, Vine

unites message and medium to create immersive, addictive new

experiences — perfect for brands seeking simple, concise storytelling

solutions.

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We Hope You’re #GetYourVineOn

Create Content That Drives Culture –Awareness, Reaction, Conversation, and ultimately Action.

The Information in this guide shows best practices and use by individuals, brands and causes. Your results will vary based upon your campaign and overall objectives. Please take that into consideration.

Also, we advise consulting your legal advisor before leveraging user generated content in your online and offline marketing initiatives as social networks and platform restrictions must be considered.

– The Bumebox Team

Contact Us:

General: hello@bumebox.com

Partnerships: sales@bumebox.com

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