New York, New York (PRWEB) February 26, 2013
The calling card for Twitter has always been its brevity—and while the strict character limit imposed by the network was initially seen as a novelty, or even a hindrance, marketing pioneer Rich Gorman says that Twitter’s emphasis on brevity was both forward-thinking and trendsetting. Today, Twitter is subservient only to Facebook in the social media food chain, and it remains a favorite platform among social media users and corporate social media marketers alike. Now, Twitter has announced a new app, called Vine, which imposes its familiar requirement for succinctness on online videos—and according to Gorman, Vine is immediately a must-have tool for online marketers.
In a new statement to the press, Gorman explains the appeal of Twitter, and predicts the long-term success of Vine—not only as a social network, but as a marketing tool. “When Twitter first emerged, its 140-character limit raises some eyebrows,” Gorman explains. “Looking back, it is easy to see how forward-thinking and intuitive this character limit really was. The reality is that social media users are busy, they are on the go, and they have a lot of information being thrown at them at once. For many of us, 140 characters is about all we can digest!”
Vine, Twitter’s new video app, was met with the same kind of skepticism upon its announcement, but more and more brands are coming to embrace it. Vine allows users to upload online videos, which can only clock in at the six second mark. The six-second clips are played on a continuous loop. According to Gorman, the brevity and repetitive nature of these clips is precisely what makes Vine a must for marketers. “Everyone who works in marketing understands the importance of perfecting the ‘elevator pitch’—the idea that you need to be able to sell someone in the amount of time it takes to ride up an elevator. Well, Vine is essentially a platform through which marketers can broadcast their elevator pitch, on an unending loop!”
The marketing pioneer goes on to note that, while Vine’s imposition of brevity may seem to leave marketers with little room to create substantive content, there are some specific uses for the app that make Vine uniquely appealing in today’s digital marketing climate. “One way of using Vine is to offer brief product demos,” offers Gorman. “You can generate interest in a product if you put together video of the product in action, but in many instances, a full one-minute clip is just too much for a demo. In six seconds or less, marketers can show what their product looks like when it’s in motion, allaying consumer fears and creating a powerful visual.”
Gorman continues to illuminate various uses of Vine for digital marketing purposes. “These short video clips are ideal for building hype—for being used as ‘teasers’ for big announcements or new product launches,” he explains. “You may need a full-length YouTube video to outline all the features of a new video, but you can use Vine to generate buzz for that new product.”
Vine is also perfect for announcing a new promo or a discount, opines Gorman. “Maybe you are putting a product or service on sale for half-off, for one week only,” he remarks. “How long does it take to make that announcement? A six-second video should prove more than sufficient.”
The bottom line, Gorman says, is that Vine offers plenty of marketing potential—and it also allows marketers to tap into a new sector of online users. “There are plenty of consumers who may not peruse your YouTube channel on a daily basis, but they are very much into Twitter,” explains Gorman. “For reaching out to tech-savvy, on-the-go mobile users, Vine is priceless.”
Rich Gorman is a trailblazer in direct response marketing, and a regular pundit on matters related to social marketing technology.
Rich Gorman is a digital marketing pioneer, perhaps best known for his seminal work in the field of direct response marketing. In fact, Gorman runs the Direct Response blog, where he is joined by some of digital marketing’s top minds in giving away countless thousands of dollars in trade secrets and insider tips. In addition, Gorman is passionate for all matters related to technology, including search engines, social media, e-commerce, smartphone app development, and more. He regularly blogs and opines on these topics.