Eating a strawberry, dishing out a compliment, playing a round of rock paper scissors, sending a tweet. These are just some of the things that you can do in 6 seconds. And now that “infamous” list has just got a whole lot longer, well one thing longer to be precise. What does it mean for nightlife marketing?
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Watch a vine video!
Vine is a mobile app that lets you create looping videos that last for 6 seconds.
It was for a long time available only on Apple’s iPhone (model IOS 5 or newer), however two days ago they also launched an Android version.
It was launched in January 2013 and is owned by twitter. It’s aimed for people of all cinematography skill levels and creations ranges from the super slick to well plain rubbish.
One of the best and probably worst things about vine is that you can’t edit your video. Essentially you press a button to start or stop and once you have finished, vine mashes it all together. So if you mess up you have to start again (oh dear!).
It seems that the principle purpose of vine is for fun which is really cool. Therefore, given that you can’t create anything long winded, this is clearly not the platform for you to get across a really important and complex message.
Unsurprisingly people tend to watch whole videos (as they’re a maximum of 6 seconds long) unlike youtube videos where the user makes a decision whether to watch the whole thing after about 15 seconds and videos can last, well, hours. So vine is great for nightlife marketing to your “busy” followers.
As far as the app is concerned the best thing to do is to have a play around with it and see what you come up with. There’s plenty of great articles online about actually how to make a vine video so check them out.
The quirky nature of it and the ease at which they can be made presents a good opportunity for nightclubs to get their customer to share content.
Currently if you search “nightlife” or “party” vine videos, very little of any quality comes up. For example there are loads of videos with shaking camera work and crackling music in the background and people attempting to dance or sing. The lack of lighting also means that you can’t see what’s in the video.
This means that anyone creating “novel” nightlife related content is likely to have more impact. Examples could be a stop motion video of a dance off (filmed in good light). Behind the scenes with your staff? A mexican wave of people in the queue for your venue? Or even better just random stuff your staff can think of that has nothing to do with nightlife.
Please feel free to comment with your own tips and or questions.
Please tweet us @gateme with your best vines.