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Are You Ready to Swing from Twitter's Vine?

By | February 2, 2013

One of Fathom’s Business Development Managers, Brad Miller, likes to express the power of video using this phrase: If a picture is worth a thousand words, think about how many words a 60-second video can produce!

Well, if you do the math, there are 30 frames (or pictures) in a second [unless we’re shooting at 60fps, but that’s a whole different conversation]. 30 frames multiplied by 60 seconds is equivalent to 1,800 frames, or “pictures.” That means a one-minute video should result in 1,800,000 words from its audience.

When Twitter officially launched its Vine video sharing app in the Apple App Store, allowing users to upload 6-second videos, they gave them the power of 18,000 words!

Vine Logo

Is this an “Algebra of Video Production” lesson? 

No, but that’s not a bad idea for my next blog… OK, enough with the “number of words” analogy. We get it, right? Users now have the command of visual, spoken word and emotions at their mobile-controlled fingertips.

When the still-photography app giant Instagram took the world by storm in 2012, and subsequently was sold to Facebook for $1 billion, it was only a matter of time until video entered its way into the short-form content mix.

So how, exactly, does this Vine app work?

Vine is not built directly into Twitter, but rather acts as a standalone app, like Instagram.

Vine videos can be embedded directly in Tweets, showing up in followers’ streams.

Vine allows you to take a 6-second video and post it via a user-friendly interface. A published video also loops, giving it an animated .gif feel.

Users must first create an account within Vine, and follow other Vine users (you can scan your own Twitter profile for Twitter friends who also have Vine accounts and follow them).

There are already plenty of video-sharing apps out there, like Viddy and SocialCam, but Vine works differently in that it lets you shoot multiple short cuts to make one 6-second video. The video capture mechanism is actually quick and easy. Though you only have 6 seconds, you can start/stop recording as many times as you can before a total 6 seconds of video is recorded. This means that your Vine video could contain numerous “scenes,” providing a surprising amount of content.

Is Vine a good thing for content marketers?

It doesn’t matter if you’re producing a 6-second video or a 6-page white paper. It needs to be used as part of a larger marketing game plan.

According to the 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America report from the Content Marketing Institute, 64% of B2B content marketers say they are challenged with producing enough content. The challenge, as marketers, is to set high standards valuing quality over quantity—even in a world of ever-shrinking attention spans.

As Fathom’s Director of Content, Jennifer Callahan, often reminds us,“Content is king.” While ‘keeping up with the content Joneses’ can seem nearly impossible at times, it’s important to keep this phrase in mind as you produce content for your brandwhether written or visual in nature. It is and will always be critical to produce high-quality, objective-oriented and highly targeted content when indulging in any form of social sharing for your brand. Even if you are just swinging from a 6-second Vine

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About Steve Kozak

As Creative Leader, Steve strategically leads Fathom’s creative teams. He is accountable for stimulating innovative thinking and leadership growth amongst creative team-members that focus on driving key results for our clients. His main objective is to shape the visionary brain of the agency, while establishing a creative conscience amongst the staff. He communicates and enables thought-based growth amongst his team, and the company, by staying atop the leading edge of industry trends - integrating them to Fathom’s company culture, and embracing them within the daily workflow.

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