Vine’s PR value — not related to porn

 

Since it launched Vine last week, Twitter has found itself in an embarrassing porn news cycle. But that aside, Vine has some interesting applications for communications professionals. As Alice Chan, principal of Bird PR, recently pointed out – “many things are difficult to explain on text.” Vine could give PR pros a viable video platform to show — rather than tell — the media why their clients are worth covering.

Yes, there’s been links to corporate videos and demos in pitches for years now. But what’s interesting about Vine is the discipline it imposes. Vine videos are six-second loops. This brevity is the elevator pitch that PR pros often shy away from, in favor of over-explaining or repetition. Plus, unlike third-party links, these videos are embedded directly into the Twitter stream. This eliminates several steps that can be barriers to interaction.

Of course, context is certainly valuable, so I wouldn’t expect six-second videos to supplant traditional pitching. But certainly it can supplement it.  Because of the number of pitches being blasted on a daily basis, most people simply cannot watch every five-minute corporate video link they see on Twitter or that pops into their inbox. Six seconds (or a short series of six-second videos), however, could be a game changer. If that snippet manages to pique someone’s attention, it could lead to viewing a longer demo, speaking to the founder, driving traffic to the website– or in other words, engagement, which no matter how much the tools change, still seems to be the ultimate the goal.

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