Earlier this year, Twitter launched its new Vine app, essentially the video version of the tweet; a short and to the point means of communication within communities. Described by Spud Hilton at SFGate as “what would happen if Instagram and YouTube had a love child”, Vine provides smartphone users an audio-visual outlet, allowing users to create and share looping videos of a maximum of six seconds.
As reported by Tnooz, the digital craze of the moment is to share travel experiences and local hotspots via Vine. With moving, looping images, the Vine is turning into a new-age postcard, proving much more compelling viewing than the traditional postcard or static photograph. This trend can be explored via Twitter or in-app Vine searches on the widely popular hashtags #6secondpostcard or #vinecation.
What does the emergence of this new social media platform mean for the tourism industry? Getting on board with the latest trends in digital and social media is a great step for DMOs to take; destinations taking advantage of the buzz that accompanies these trends enables them to take a share of the hype. Particularly given that users are themselves taking to Vine to share their travel experiences and show off their cities, it will come naturally for a tourist board to deliver similar content. It is a quick and easy storytelling tool to encourage customer engagement, recognition and content creation and provides destinations a great opportunity to gather a regular stream of user-generated content as well.
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