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Over 6 months after the launch of Vine, brands and marketers worldwide take a look back at the opportunities the social video sharing platform has to offer. The 6-second media format seemed crazily short at first as a concept, however, with more and more consumers taking advantage of creating short videos, many videos soon went viral and created a buzz on the web. Driving engagement through the social video sharing platform is a major opportunity for tourism and some tourism organizations are already taping into the power of the social network by encouraging travellers to share videos that capture their unique experiences in 6 seconds (Digital Buzz Blog 2013).

POWER OF VINE

It is very interesting to look at current statistics about Vine and its usage. Already Vine videos made by brands or tourism organisations are more powerful than just standard branded videos. 5 tweets per second actually contain a Vine link, and consumers worldwide are increasingly watching these videos. A great feature of the 6-second video span is that it loops upon completion, making it more fun and easy to watch videos. Surprisingly, so far, tourism is not in the five top industries on Vine, however, tourism is always a bit lagging behind other industry. Without doubt, the potential for Vine is huge in tourism, especially as travellers love to get inspired and share their experiences. Vine contests will certainly become more and more popular amongst destinations worldwide, taping into this new video sharing platform.

THINGS TO CONSIDER

Organisations worldwide, that want to leverage the potential of Vine for their organisation as part of their overall digital marketing strategy need to consider a couple of things. Firstly, Vine is very creative, so organizations should really encourage their customers to be creative when doing a 6-second video. Consumers worldwide are always interested in something new and most videos that get shared by millions of people are no ordinary videos but showcase the creativity of the consumer that made the video in the first place. Secondly, it is very important not only to promote a video making contest on Vine but also on all other social channels the organisation is active in. A lot of consumers are using social networks more and more across platforms. Thirdly, hashtags are essential when using Vine, as are creative how to videos shared by organisations that can inspire and engage consumers.

So far, the tourism industry has been a bit reluctant in promoting its activities on Vine more predominantly across other creative social media channels such as Instagram that are increasingly “mainstream”. There is great potential in using Vine within campaigns and contests and using the platform as another channel where organisations can actually engage with their consumers and fans.

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