Vine is as pure of a UGC-oriented platform as can be, encouraging its users to snap six-second slices of life on a whim. However, as the number of artsy Vines increases, so does the app’s viability as a brand tool. Unruly is helping potential Vine advertisers capitalize on this opportunity with a suite of services oriented around Twitter’s ascendant video capture app.
Unruly’s new tools are built to assist brands in the creation, evaluation, distribution, and measurement of Vines. As with more traditional videos, the Unruly ShareRank will be applied to the six-second videos and the agency’s analytics tools will also extend to the new platform.
While Vine is still intended for individual users, some brands have begun to utilize the service, including GE, Urban Outfitters, and Lowe’s.
“Vine and other platforms, most recently Instagram, are leading a revolution in social video sharing,” said Unruly COO and co-founder, Sarah Wood. “Mobile video consumption tripled in 2012; video is the fastest growing ad format worldwide and Vine is changing the social video landscape, six seconds at a time. Advertisers can get ahead of the competition, grow their social footprint and extend their mobile reach by including Vine as part of an always-on content marketing strategy.”
As Wood noted, other companies are currently attempting to piggyback off of Vine’s incredible success, and it makes sense that brands would want to do the same. Of course, this raises the question: How awesome will Old Spice’s first Vine be? I’m sure it will blow our minds.