Get Tangled Up in Vine – or How Not To

As I mentioned yesterday, adding a video link to your Twitter posts dramatically increases open rates—twice as much! That’s a lot. Now, enter Vine. Twitter’s new app makes six-second looping videos and allows you to share them on Twitter and Facebook.

It’s easy. Too easy, as you’ll see when you start exploring what people have been up to with this new tool: babies rubbing food in their hair, bartenders mixing drinks, people walking down the street. All things you’ve seen before.

So how can you use Vine to set yourself apart and bump up your Twitter engagement?

 

    • Give users something they’ve seen before, but present it in a different way. Perhaps the way to feature your hotel rooms is by taping the staff singing a catchy song while they clean. Happy staff speaks volumes more than a pretty bedspread.

 

    • Tell a story with a two-second beginning, a two-second middle, and a two-second end. Get creative with a wedding story featuring especially beautiful locales at your hotel; ask a repeat business guest to show you her favorite things about staying at your property; or if you have a family resort, tape a child excitedly discovering something new to them during Kid’s Club.

 

    • Ask yourself, What sets us apart? Do you have an especially unique turn down service? An in-room art program? A resident whale-watching guide? You get the idea. Make that the focus of your Vine project.

 

  • Have a contest. One hotel on Vine is having a contest for users to submit their six-second videos of their stay. I expect Vine will have to take root a few more months before there are enough users to get the volume necessary to make this worthwhile, but a well executed contest can generate a lot of buzz.

Above all, make sure that however you use Vine—or any social media, for that matter—it fits with your branding and has a distinctive voice. But you knew that already.

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Tony Ciccarone

Tony Ciccarone is a web developer who is experienced in making high-quality professional websites, writing clean & reusable code, and creating data-driven web applications.

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