Between the launch of several new features, and the new availability for owners of Android devices, Vine is providing an even better experience to a bigger audience. This means brands that are using the network should be prepared to step up their games.
Some companies are already leading the way with accounts that offer fans a place for entertainment and engagement. Here are four great branded Vines that other businesses can look to as examples.
1. Urban Outfitters
Clothing retailer Urban Outfitters has most other brands beat on one key element of using Vine: volume. Many companies created accounts but quickly left the new tool by the wayside. It’s not uncommon to check out brand profiles and find fewer than 10 clips, with the latest one months old. Urban Outfitters has more than 100 clips, and it has maintained a regular schedule of posts since Vine’s debut. Part of developing a strong following on any social network is to give your fans enough material to keep them coming back to your brand’s feed. With more than 46,000 followers, Urban Outfitters has a sizable audience.
For the people casually using Vine or any other social network, the purpose isn’t to see product placement. If they are following a brand, those people want to be entertained or get some value out of being a fan. Urban Outfitters has used Vine to share announcements about events and sales in creative new ways.
2. Dancing With the Stars
As social media and television become tighter partners, it makes sense for popular shows to also take advantage of the Twitter-owned app. One of the most prolific shows on Vine is ABC’s Dancing With the Stars, which sets a great example for how to mobilize an audience on social.
The very premise of the show yields itself to strong ties with celebrities and their fan bases. ABC has leveraged that in Vine by including direct mentions of the stars and dancers in each clip. The network also includes hashtags for each partnership on videos that focus on specific people. For example, a practice session of country singer Kellie Pickler was labeled #TeamKellie.
This strategy nets a wide audience for the videos and encourages them to chat about the show and its results. Fans frequently comment with related hashtags on the Vine videos, just as they would on Twitter. By showing a side to the dancers not seen on the live performances, the behind-the-scenes clips also generate fan fervor for their favorites by giving the viewers an inside look at the personalities that make up the show.
The trick here is to know your audience. Lowe’s has customers who are working on repairs or who enjoy DIY projects. To best engage them, the home improvement retailer has populated its Vine feed with tips for making that work faster and easier. From suggestions on how to tackle a stripped screw to advice on cleaning a grill, Lowe’s has made its Vine presence all about sharing information.
Another key component of Lowe’s Vine account is the use of hashtags. The common one across most of the brand’s videos is #Lowesfixinsix. It labels any of the clips with that life improvement angle. Lowe’s keeps its videos easily searchable by using other good general hashtags in addition to the one with the company name. Some of those labels include #HowTo, #LifeHack, and #StopMotion. These tags could help put the brand in front of more eyes, and since the brand has generated so much useful content, that could translate to more followers over time.
4. Brooklyn Nets
The New York City borough’s basketball team has a Vine profile combining news, updates, and fun. Many of the videos are snippets from interviews with the players and coaches. For example, several videos covered the announcement and introduction of the team’s new coach in June. The new stadium is also a highlight of the Vine clips, with many of them focusing on the game-day experience in the team’s new home. Making Vine another source of brand news, just as fans would find on Twitter or Facebook, is a great way to combine your social strategy with an active visual angle.
Although news is a key component of the Nets’ presence on Vine, the team’s feed does offer a good balance with posts for pure entertainment. The latest fun trend for the Brooklyn Nets is a series called #TrickShotTuesday. Every week, the team posts a clip of somebody sinking a ridiculous basketball shot. The Nets encouraged fans to get involved and use the tag on videos of their own wild hoop antics. To date, that tactic has been wildly successful for the franchise.
What other brands have you seen with great Vine strategies? Let us know in the comments!