According to Mixpo, this year only 18% of U.S. agency executives plan to run a video ad campaign on Vine. Is all of that about to change? Yesterday, Vine announced that users can now upload videos to the platform. This means brands and advertisers can craft Vine videos outside of the mobile app to share with engaged consumers.
So here’s the deal: Vine’s “new camera offers powerful ways to edit your videos as well as the ability to import existing videos on your phone and turn them into Vines,” states the company’s blog post.
Marketers will have the ability to import existing videos from a smartphone. However, this doesn’t mean that filming is restricted to the smartphone camera—brands and advertisers will be able to shoot video with professional film equipment, upload it to a smartphone and import it into the app.
This means complete creative freedom and as a result, higher quality Vine videos (both content-wise and footage-wise). This new feature is currently available on iOS.
Keep in mind, with great power comes great responsibility. Just because you can import existing footage into the app, doesn’t mean you should start slapping up repurposed television commercials or other unrelated content. Vine users expect videos to be tailored to the app and its six-second time limit. Create original, entertaining Vine videos and users will reward your brand with views, shares and engagement.
According to Vine’s analytics, every month more than 100 million people watch Vines across the Web, and there are more than 1 billion loops every day. The audience is there, and with this new feature, companies no longer have an excuse for ignoring this social app. Whether it’s user-generated content or branded videos, Vine already houses some pretty amazing content. Here are few of our favorites!
Though companies are already doing some pretty incredible things with Vine videos, this new feature should attract an even larger number of brands and advertisers looking to engage content-hungry social video viewers.