Does Vine’s Future Success Lie With Old Media?

Vine Movie StripSince it first came onto the scene in January, Vine was hyped up as a game changer with massive potential. The app that would really bring video sharing to the masses and since it’s backed by Twitter, it would give it a significant push that the majority of apps could only dream of.

But it’s hit a rut. For the most part, users haven’t properly gotten to grips with the format.Apart from a few brands and a small portion of users, there’s little there that would have people sit up and take notice. The potential that was talked about remains just that.

Also, to pile further misery on it, a study from RJMetrics found that while it significantly outgrew its competition, the video creation market is still highly underdeveloped with only 4% of highly active users sharing a video through the app or a competitor during Vine’s first month on the market.

Granted, the concept of creating engaging six second videos isn’t the easiest and takes more work than say snapping a photo and tweeting it so it’s no real surprise that it hasn’t had the breakthrough with average users than first expected.

That said, one industry that seems well placed to get the most out of the app is the movie and TV industry. Considering that they share the same medium, it’s an obvious fit, but there’s a little more to that.

Movies In Six Seconds

For one, take a look at this teaser for the new Hugh Jackman movie The Wolverine, based on his character he plays in the X-men movies. The Vine video is neatly put together and the focus on action lends itself perfectly to the medium (to put it into context, the six second Vine video is the teaser for a 20 second video teaser of the first trailer for the movie. Confused yet?).

The first thing that will strike you about this Vine clip is the production values. We’re not talking about how it’s edited but the fact that there’s nothing that implies that it was recorded from a phone. If anything, it looks very much like the video was edited before and uploaded – although how that was achieved is anyone’s guess since Vine doesn’t allow uploads.

And this isn’t an isolated trend by any means. For the new Gerald Butler action thrillerOlympus Has Fallen, the distributer FilmDistrict released a series of Vine videos showing people’s reactions before it was released. All the reviews were posted on a dedicated Twitter account on the day the film was released.

Also, Oscilloscope Laboratories released snippets of its movie It’s A Disaster on Vine first ahead of its release as an experiment on social media distribution. In comparison to The Wolverine, its clips are clearly recorded from a phone and only makes the high production values of the former more apparent.

Ripe For Experimentation

From those three examples alone, there has been a lot of experimentation at play. The Wolverine clip has been retweeted 1,200 times from its director’s Twitter account,Olympus has Fallen used it to generate hype by posting six second reviews that help build up interest, and It’s A Disaster was probably the most daring by showing numerous clips of its film. While it’s too early to say what sort of an impact any of these have had on the films, it shows that compared to other industries, there’s more scope for creativity there than there is with other industries.

Since Vine is a video creation app, it’s no surprise that distributors and production companies already have a good idea about what works and what doesn’t. Vine’s videos are so short that provided you choose the right clips (or find a way to include a tightly edited version), you can get the feel of the movie across in a short space of time. On a medium where you need to give an instant impact, this could give studios a way of generating interest.

Also, the more obvious reason for this is video production and distribution companies have a significantly larger marketing budget than other industries, giving them a much greater scope for creativity. When it complements a traditional marketing strategy for a low-cost, there’s little reason not to try it out since users are more used to consuming content than creating it (mainly because it’s easier in this case).

And that’s where the problem lies with Vine. Since brands and companies have greater resources, thinking up ideas and creating engaging content is easier for them than it is for the average person. At the same time, influence works its way from the top down so if more movie and TV companies start using Vine in different ways, perhaps we will see a greater uptake. It’s still very early days, but the potential is still very much there.

Does Vine’s Future Success Lie With Old Media?.

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Categorías: medios