Marketers Need to Consume Vine Video, Not Just Make It http://bit.ly/17RDr1a
Marketers, repeat after me: Vine isn’t a tool. It’s a destination.
I didn’t realize this until recently. I was trying to figure out why water-cooler conversations are increasingly about the funniest Vines of the day, and our company’s executive creative director stunned me. He said, “I spend 30 minutes a day watching Vines.” That’s a half hour that he’s watching — not making — 300 six-second videos.
Get into a conversation with people like him who are spending time on Vine, and you’ll hear about a new, heavily engaged subculture. Vine producers tend to play within certain genres and styles, generally in fast comedic situations, and a really good Vine creator has his or her own fingerprint. It’s an important part of the draw. If you’ve seen enough clips, In a split second, you know whose work you’re watching. Engagement rates are often ridiculously high.
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