We all know how much potential Vine has for brands as a marketing tool, especially as part of a broader content marketing strategy. Earlier this summer, the looping video app made several updates that further positioned itself as a great tool for any business that wants to play a part in the social and visual conversations happening online. Here’s a round-up of what’s new with Vine and how some brands are already taking advantage of the latest features.
To see all the changes with Vine, you’ll first need to open up the app’s camera tab.
The biggest, and likely most relevant, change you’ll notice is that the video loops no longer need to be filmed within the Vine app. That means that you’re no longer restricted to the single aspect ratio and camera orientation of filming within Vine. Now, if you can get the video onto your phone, it can be put into your Vine loop.
Beyond that change, Vine has incorporated improved editing tools into the app, so no matter where you’re pulling the videos from, you can enhance how they flow together. Start by tapping on the wrench icon to reveal these new editing options. On the far left is a grid and a level to help in framing your shots with either the front- or rear-facing cameras of your phone. Moving right, you’ll see the focus tool and then a ghost mode which helps you to connect your video clips by showing the last frame of the previous segment. On the far right is the torch feature to help shed extra light on any darker scenes.
Lastly, as you add new video segments, tap the Preview button to review the most recently adding clip. If you’re not happy with what you have, a second tap deletes the segment.
How Can I Use It?
Now that your Vine videos can come from any source, your company has the option to make the entire loop in a different tool. This opens up even more creative possibilities for using animations or stop-motion video in Vine. For instance, check out this clever creation from Lowes:
The improved control over the clip creation also makes it easier to try filming in several different locations, such as in this tour of the new office for Cosmopolitan:
And thanks to the in-app editing tools, Vine members can avoid unintentional glitches and gaps in their projects. Or you can create intentional stutters, like a DJ scratching a record, as Mashable’s Lance Ulanoff and Annie Park did here:
From the very beginning, success with Vine has centered on an imaginative take on video. New social celebrities have popped up for how they can condense such creative ideas into such a short time frame.
Professional-caliber video production used to be the sole purview of brands since a top-notch video editor usually doesn’t come cheap. The new tools in the Vine camera delve into more than just the basics of video editing, though, and give anybody the ability to create high-quality loops. Equalizing the playing field means that brands will have to step up their game to stand out.
Be it to the tune of seconds or minutes, video is the next frontier in social networks. The more brands can familiarize themselves with the basics of video editing, either in tools such as Vine or in more complex professional programs such as Adobe Premiere or iMovie, the better prepared they will be to take advantage of wherever the latest trends might take them. Unique ideas will always hold currency on video platforms, so be willing to experiment as much as possible with what you say and how. There are tons of technical tools to help make Vine a source of ingenuity and inspiration; all you need is an idea.