Since a presence on Facebook and Twitter became pretty much obligatory for businesses, networks like G+, Instagram and Pinterest have also started gaining more ground. Many companies are juggling all 5 channels, so to stand out from the crowd, they’ve been testing ever more innovative campaigns on channels like Vine and Snapchat, both of which are fast achieving mainstream status in social media marketing. Here, we look at what Vine and Snapchat offer that other platforms don’t and how they’re being used by brands in different ways.
What is Vine…?
- allows users to create video clips up to 6 seconds long (plus caption)
- micro-films are recorded on your mobile phone with an app
- attracts a young audience, around 18-20
- acquired by Twitter in 2012
Airbnb (hotel rentals) ran a Vine campaign to capture user generated content and then turned the clips into a compilation using as many of the entries as possible, helping drive viral sharing.
Meanwhile, Cornetto‘s produced some clever clips around its ice-creams and Sour Patch Kids have gone all out to involve social influencer Logan Paul in filming funny pranks with Sour Patch characters.
What does Snapchat do…?
- it’s a photo and video mobile messaging service with a difference
- messages or ‘Snaps’ last for a limited time only: 1-10 seconds (you choose)
- appeals to a young audience, aged 13-23
- keeps rejecting offers from Facebook and Google
One of the first Snapchat campaigns called to mind is WWF’s #lastselfie to highlight the plight of species in danger of disappearing – a perfect fit for the platform.
Hollyoaks recently became the first soap to join Snapchat, with plans to share teasers for major storylines coming up.
Digital Visitor is a social media marketing agency offering channel management services as well as apps and innovative social campaigns. Get in touch with us now to discuss your requirements and find out how we can help generate meaningful returns for your brand!