So you know that you can upload videos to YouTube and then share them through Facebook and Twitter. You can even post videos straight to Facebook and Twitter from your own mobile device or tablet. But, are you using Vine and Instagram Video as part of your company’s online social marketing campaign? If not, you should be! Vine and Instagram offer plenty of new and innovative opportunities for businesses of all types and sizes. Let’s talk about them:


Vine is a mobile app owned by Twitter where users can upload and share seven-second video clips. Seven seconds might not sound like much time, but it’s just enough time to:

  • Get attention
  • Show teasers/trailers
  • Go Funny/Viral

A few brands have taken Vine and made it into a great marketing tool for their brand. Wendy’s, for example, used vine to show off their new menu offering. Trident uses it to show short, funny commercials, and Nascar uses it to show behind the scenes footage during races. General Electric got really creative and posted a stop-motion video, and Doritos used vine to market a specific campaign. Isn’t this cool? Hopefully these examples can help you identify where Vine fits in your company’s marketing strategy.

Instagram Video

Instagram first made its name known as a photo-sharing app. Now, Instagram allows users to post 15 second videos with 13 different filters. 40% of the top 1,000 most popular Instagram videos are not from individuals– but brands. The top 10 brands with the most-shared Instagram videos for the month of October are:
1. MTV
2. NBA
3. Peanuts
4. GoPro
5. Miami Heat
6. Wendy’s
7. Topshop
8. Starbucks
9. ABC
10. HBO (Girls)
Because of the longer time frame available through Instagrams, brands can show off new products, explain a product’s features, and even guide customers on how to use it. In addition, because of the extra time, companies can explain and expose any charity campaigns or projects that they might have going on. Michael Kors is a great example. The brand uses the hashtag #WatchHungerStop in it’s videos to promote “World Food Day”. Ben and Jerry’s on the other hand, use their instagram videos to get customers excited about a new flavor. Again, hopefully these examples can help you identify how you can use Instagram’s 15 second videos to expand your company’s reach and boost your social media engagement.

Now, this all sounds fun, but the point of using video in your social media efforts isn’t just to make the page look pretty. You need results! These video campaigns are meant to help your company in achieving a goal- whether it be exposure, conversions, etc. There are three keys to making sure your Vine or Instagram video is a success:

  1. Use Hashtags: Make sure that all your videos have a hashtag! This can help you keep track of what is being said about your contest and promotions, and by how many people.
  2. Track your views and conversions: This goes hand-in-hand with the hashtags. Track click through rates, hashtags, conversions, and more. By knowing the effect of your video on your company’s website statistics, you will have a better idea of what the video really did (or how it contributed) to your campaign.
  3. Share…a Lot: Instagram and Vine can be linked to other social media profiles like Facebook and Twitter. This means that you can share the video through many different mediums, exponentially increasing the video’s exposure and potential viewership.

You already knew you should be using video as part of your company’s marketing campaign, but now that you’ve seen some great examples and know the keys to success, there is no excuse not to use these great, free resources available through social media.
QUESTION: Have you been using Vine or Instagram? If so, what’s been your success?