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Expert Says ‘Vine’ Mini-Videos Give Retailers A New Avenue For Online Marketing

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(A "Vine" video posted by Philadelphia-based retailer Urban Outfitters.)

(A “Vine” video posted by Philadelphia-based retailer Urban Outfitters.)

roy_melony 300 Melony Roy
Melony Roy is the Social Media editor for KYW Newsradio 1060,...
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By Melony Roy

PHILADELPHIA (CBS) — Twitter’s “Vine” launched at the beginning of the year, and some brands are now using the video-sharing app to both promote their products and showcase their creativity.

Lou Perseghin, client service manager for the Philadelphia-based social media marketing agency Chatterblast, says Vine — the six-second video sharing platform — is changing the way some brands are doing business.

“A good Vine really showcases a brand’s creativity, more so than their products, whereas with many other mediums you have a great picture but because motion and sound are incorporated you have to be a little more in-depth with it,” he tells KYW Newsradio.

But with Vine, he says, you can create your own six-second commercial which can be shared by users across Vine, plus Facebook and Twitter.

“You want to create some type of ongoing narrative with Vine,” Perseghin notes.  “You want people to keep coming back and  looking at your account because you have recurring characters or recurring themes or consistent style.”

According to new research by video technology company Unruly, five Vine videos are shared on Twitter every second, and branded Vines are four times more likely to be shared than longer branded online videos.

 

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