Twitter, one of the most successful social media platforms in the recent years, launched a new mobile app on January 24th 2013, that allow users to make and share short video messages between brands and their consumers. As a mobile app that captures videos in six-second segments, Vine offers to capture and convey simple but effective messages. It offers a promising future to be the next big thing in social media marketing due to its simplicity and the growing presence of mobile use. It is predicted that mobile users will outnumber those using desktop devices in the next year, showing no signs of slowing down, becoming more and more relevant in the lives of consumers in the way they interact with each other and brands. It opens up the opportunity for brands to “go viral” just by being creative and engaging customers, at very low costs compared to traditional video advertising. It’s launch offers a peak at the changing landscape of technology and digital media, as brands aim to connect with their consumers by adding social media apps to their integrated marketing mix.
(Sharon Zhang, 06240962, COMM 335-2, digitial marketing, social media, article)