In 2013, Twitter launched a new app, Vine, and it caught on with users like wild fire.
The app allows users to post 6 second videos, and allows them to use video techniques like time lapse to create humorous or informational video clips.
I wanted to research the use of this app with magazines, but when I went to search for information on the subject….nothing. Google failed me! I found a few things, but nothing that really related to the print magazine industry. This made me think. Are magazines not taking advantage of yet another form of social media marketing? I searched for some popular magazines on Vine, and lo and behold, they existed! However, most had not posted anything in many months. Two that had kept an updated Vine were Rolling Stone magazine, and Cosmopolitan magazine.
Rolling Stone has updated consistently about once a month for the last year. Their videos are mostly magazine cover teasers, or videos about a musical group or person. Check out one of their vines here.
Cosmopolitan has uploaded more often, and has also created a funny mini-series called #CosmoWeatherGirl (click here to see a vine!). They show a cute blonde telling jokes or complaining about the polar vortex that was this past winter. I don’t think I could categorize their vine channel like Rolling Stone.
Of the two, I thought users would be more inclined to subscribe/follow Cosmopolitan-like vine accounts because they showcased personality. At least I would be! But Rolling Stone boasts at least 50,000 more followers than Cosmo.
Many magazines have not taken advantage of this app, but there are tons of tips all across the internet discussing how to use Vine for companies and businesses. I have compiled a few here for your enjoyment.
Tips for Using Vine (according to Sprout Content):
- Content should be intriguing and genuine.
- The message needs to be short and sweet. 6 seconds is all you have!
- Content should be visually engaging.
- Use hashtags!
- Share your vines on other platforms.
What to “Vine” (courtesy of Website Magazine):
- Behind-the-scenes of events (whether special, or daily).
- Previews of content/products
- Flaunt some humor.
- Get staff members to contribute.
- Thank your customers!
You may be thinking, sure, this all sounds great. But WHY do magazines need to adopt yet ANOTHER silly app to try and connect with the reader?
Well, would you rather read a 500-word article on…let’s say a beauty product (could be featured in Cosmo) or watch a cute 6-second video that sparks your interest (and perhaps directs you to an article about it)? YouTube has skyrocketed in popularity. Users love watching videos! Vine isn’t dead yet, people. Analyze your target market, and then determine whether this simple app is worth your while.