As a newcomer to the wonders of the new social media craze, Vine, I decided to do some research on the app and find out a bit more about it so that I could share some insight with those of you who, like me, are a bit in the dark.
Essentially, Vine allows you to create and share short looping video clips, which can only be six seconds in length. By limiting recording time to such an extent, you aren't going to be making movies with it, or even creating narrative clips; the app has been created purely for "sharing moments". According to the Vine Blog site, which can be viewed here, posts on Vine are "little windows into the people, settings, ideas and objects that make up your life".
Founded by Dom Hofmann and Rus Yusupov in June 2012, Vine was acquired by Twitter in October 2012 before it even hit the market. Twitter finally launched the app where it debuted on the 24th of January 2013 as a free iOS app on the iPhone and iPod Touch. In the couple of months it has been live, Vine became the most used video-sharing application in the market and only a few weeks ago, on the 9th of April 2013 it became the number one most downloaded free app within the App Store (iOS).
Despite a minor hiccup in the initial stages of its release, which saw pornographic content being posted as part of the editor's choice, Vine is becoming recognized as a valuable social media tool. Because of its unique storytelling capabilities and the sheer amount of internet buzz it has created, advertising agencies have been quick to seize on Vine's potential. In terms of creating brand-generated content, the six-second limit on the video clips will indeed pose as a challenge, but as pointed out by Chris Chamberlain, Head of Marketing at HTK Horizon in the UK this limit may also creates great opportunity. As he says, "some of the best examples of creativity are generated when there are significant constraints in place".
Here are a few examples of Vine clips:
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