Content and Copy
At my day job (actually it’s pretty much my every-waking-moment job ) we’ve been spending a lot of time developing our strategy and increasing our presence on a variety of social media networks. Whether it’s trying to figure out how to best use Pinterest to visually promote our products, Instagram to create a no-frills connection with our customers or organically growing our reach on Facebook to put our brand in front of more people we devote a good portion of every day to these channels. And, as is to be expected in the world of social media in a post-provided Google world, ROI is an incredibly difficult but ridiculously important metric to consider.
Although we may not be spending oodles of cash on Facebook ads or sponsored Tweets, for any small business, time really is money. Sadly, no one’s working for free so before committing your time and attention to anything it’s a really good idea to set clear goals and expectations for every project you take on. Sure, you may not be able to gauge ROI easily but if you’re clear about how much time you’re willing to devote each day and what you consider to be a successful result then you won’t find yourself regretting it later.
That said, we now find ourselves at a crossroads with Vine and Instagram video. Although it is true that Vine was the first to market it certainly appears that Twitter (which purchased the service prior to its launch) has failed to bring it to its full potential by neglecting to seamlessly integrate it into Twitter’s interface itself. Although Instagram’s video service was launched much later than Vine, its tremendous user base and seamless integration into the Instagram app has made it a resounding success.
Another issue for brands that sell tangible goods (like Rvinyl.com) is the fact Vine’s exceedingly short-form format makes it difficult for smaller brands to produce compelling content. In fact, unless your company has a creative department you’re not going to be able to get a lot of use out of Vine. In comparison, the longer 15 second format of Instagram video allows smaller companies to make more traditional pitches and product demos that are just not possible on Vine.
So, what’s the takeaway. For me, it seems that Instagram video is the hands-down winner here. Because it offers more flexibility, longer formats and has a larger user base the choice is incredibly clear. Unless and until Vine puts a new wrinkle on short-form video I’ll be putting y time and money into Instagram.