What the Death of Vine Means for Social Media Marketing
Death is never a pleasant topic, even when it comes to non-living entities like social media platforms. Last week, Twitter announced that it would be putting Vine out of its misery, and the speculations as to why have been shooting around the internet since. Is it because Twitter is running out of money? Did Instagram kill it? Or maybe it was all of the stars leaving for greener (as in, paying) pastures?
No matter the reason the site shut down, it does mean that many marketing professionals will have to answer hard questions about investments to their superiors, and reevaluate how they make decisions going forward.
Notice The Trends That Cause Innovations
Vine truly left its mark on history – without it, who knows how long we would have had to wait for short looping videos? We’ll never know for sure, but Vine definitely also played a part in making creators appear more casual and authentic in their videos, and helped in the move away from “Myspace Angles,” or perfect poses in every picture and video.
If you invested in Vine, it probably did do well for you for a while – and hopefully you noticed the growing trend in video marketing. Another trend we see growing like a marshmallow in a microwave? Chatbots. We do highly suggest you invest in a chatbot service, especially if you’re involved in eCommerce, but don’t forget to take a step back.
Integrate The Cause Of Trends Into Your Branding
Now it’s time to ask, why are chatbots becoming so big? What can you learn from the trend that can be applied to your entire campaign? Our guess is that they’re growing as consumers multitask more than they ever have before – meaning they don’t have time (to sit on hold), they want to be able to do multiple things at once (so talking to a rep is too much of a commitment), but they still want a personal, human experience (no matter how nice your FAQ is).
How can you integrate that into your total brand experience? A few quick actions would likely include:
- Ensuring the search functionality and organization of your site are easy to use
- Check that your website is loading quickly – especially with the holidays coming up! Remember that this time usually the busiest of the year for every industry, so don’t hold them up with slow service.
- Make it obvious how to contact a human in your brand if they want to – consumers will appreciate not having to hit zero several times or curse into the phone to get a real representative, and your call center employees will appreciate their better mood!
Essentially, take care of your consumers. We’re in an interesting era of marketing in which most people miss having the shop on the corner that always remembers your order, but those little shops are closing because nobody has time to actually go to them anymore. As a marketer, it’s your job to provide a little bit of both.
Unify Your Messaging
While it is ultimately very sad that Vine died, and likely quite frustrating to many brands that invested in advertising on the platform, the ones that will keep their ship the steadiest are those that have a unified brand message that is ubiquitous over campaigns.
The reality of social media marketing is that we rely on a set of tools that is always changing and evolving to accommodate the needs and tastes of the public. There will always be new platforms, new needs, and new methods of sharing our brand story, and that’s one of the greatest parts of being in marketing. The best way to stay afloat? Make sure your brand experience stays the same across platforms, so that you never lose a piece of your story when a platform inevitably shuts down.
The key takeaway we hope you get from this article? Make sure your marketing plan is cohesive and focused, and doesn’t rely on a medium more than a strategy at any point in time. Have you had a favorite platform shutdown? Did you have big dreams for Google Wave or Sunrise Calendar? Was there a great new Vine campaign in the works that just got sent down the garbage chute? Let’s brainstorm how to make it work for the platforms that are trending today, and on the horizon for tomorrow!