How_SBOs_can_use_Vine_body.jpgby Jennifer Shaheen.

Do you love Vine but aren’t sure how to make it work for your business? You’re not alone. The six-second length of Vine videos has been a significant hurdle since many brands have not been able to figure out how to share their marketing message effectively in such a short time frame. Luckily, you don’t have to reinvent the wheel. It’s totally fine to put your own spin on approaches that have proven to be effective for other companies. Here are some tips to make Vine work for your small business:

Embrace the homemade feel

The beauty of Vine is that the videos don’t have to be fancy to be effective. In fact, the homemade aspect to them is what makes Vines so attractive in the first place. It’s a good idea to spend some time watching Vines prior to making your own. Doing so will enable you to familiarize yourself with the platform’s unique feel and quell any concerns you might have about your filming technique or production values.

Show you’re ready for business

Use Vine to demonstrate that you’re ready, willing, and able to deliver exactly the experience the customer is looking for. For example, in six seconds, a restaurant could show, in rapid progression, the dining room, a chair pulled out, the lovely table, the menu, and a plate of delicious food.

Unboxing: Great for e-commerce

Your customers can be your best salespeople. Encourage them to create and share “Unboxing” Vines, which showcase their excitement and happiness as they unpack their latest delivery—your products. Suggest a hashtag (#YourCompanyNameUnBoxing) and include prompts to create these Vines via your other social media platforms, your website, and in packing materials. Don’t forget to share the best Unboxing Vines with your own followers.

How_SBOs_can_use_Vine_PQ.jpgDemonstrate product features

Put your employees in the spotlight by having them demonstrate one or more of your product’s best features, such as how much sports gear can be packed in a bag or how quickly a particular blender crushes ice. There’s a lot of power in visually presenting your product the way the customer will actually use it.

Explain the how-to

How-to Vines are among the most popular, as amazing transformations are explained in three or four simple steps. For example, a garden center could show how to transform a few flats of annuals into a cheery window box or a prom retailer could highlight a blue jeans to ball gown transformation.


Use these techniques to get started on Vine and remember to have fun. Social media experts say the most popular Vines are quirky, playful, and put a smile on your customers’ faces.


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