When Vine appeared in the App Store last month opinion was somewhat divided – some thought it was a great new tool for communicating with consumers, while some thought Twitter had just reinvented the Gif.
Penei Wilson's insight:
This article is about a new app and how it communicated with consumers in the retail industry. Vine is an app that runs on smartphones. It allows six second videos to be created and uploaded easily. It was no surprise that brands were quick to start experimenting with the new app to see how consumers would react. Six fashion retailers (Topshop, Threadless, ASOS, Gap Canada, Net-A-Porter & Selfridges) were cased as users of vine to promote their brand. The app was seen as a great tool for communicating with consumers, used by retailers to show videos of fashion shows, product promotions and even consumer experiences with the brand. One brand in particulare, ASOS, attempted to encourage followers to generate their own content by posting clips of themselves unboxing their orders using the hashtag #ASOSUnbox. Vine is a fine example of a new innovative social media network that has been found by brands as an effective and visually fun tool to communicate with consumers and creating emotional responses through the use of short video clips.
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