Three Reasons Why Twitter’s Vine is the Future of Content Marketing

By Ryan Sommer

Yesterday Twitter’s CEO Dick Costolo tweeted a six second video clip of himself making steak to his 1M+ followers.

This is a big deal to many because it was using the tech behind Vine, a video sharing startup acquired by Twitter.

It should be a big deal to content marketers everywhere because it’s a glimpse into the future.

Doing content marketing well means not only organizing and controlling tone/message, but also getting it seen by others. As I’ve already posted here, journalists are at the top of the food chain when it comes to generating a reaction to a piece of content online because of the nature of their work in breaking news and trends.

Video pitching journalists has already been lauded by many as a great alternative to a press release, but in our information rich age, getting a journalist to sit through a two minute YouTube clip can be equally as challenging as getting them to the end of a 300-word email pitch.

Here is how Twitter’s Vine enters into the equation:

1. It encourages everyone to be back on Twitter

Development of media services into Twitter’s platform will encourage the Tweetdeck and Hootsuite diehards to get out from behind those columns and start using Twitter’s own iOS/Android app and website.

This is obviously a win for Twitter and the reason it goes on acqusition binges in the first place, but looking beyond this, it also gives stable media playback you can count on to everyone on those channels.

A lot of journalists use filters to drowned noise out of their feed, which may impact your ability to get in front of them with a relevant message, so consider this a win for content marketers.

2) A new viable alternative to Instagram

Instagram as recently become the publication channel of choice for all the cool kids on the block.

The problem for many B2B content marketers, or other content marketers in general who may not have visually-appealing messaging, lies in the format.

A six second video however, which is basically a GIF, opens up a new short story telling ability embeddable into a single tweet. I’d advise content marketers on Instagram to pay attention.

3) The GIF pitch allows your personality to come through

Look at this post by David Pogue at The New York Times, where the writer is outlining his favorite PR pitches from 2011 and you can see it’s not about the messaging behind the press release (it was a two minute video pitch that won out), but the personality and methods used to get his attention.

The GIF pitch will allow for new creative ways for content marketers to insert their own personality and creativity in between the message and the journalist they are trying to pitch. Here, everyone wins.

FYI, the technology behind Vine is in no way new. Our social media manager Matt Owen has several picks for apps that can create a similar cinematic feel out of photos.


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