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According to Google Trends data, searcher interest in the words "Instagram" and "Vine" skyrocketed in 2013. With social media options like Vine and Instagram becoming increasingly popular with potential customers, businesses are trying to find ways to leverage this into more revenue.
In this second video of our 2013 in Review series, Dave and I discuss the competition between Vine and Instagram Video and share a great use of Vine by DiGiorno Pizza.
Dan: All right, we're here with two of the guys from Aztek Web, Matt and Dave. Guys, when you started out, before we saw MySpace, and then it evolved into Facebook, and Twitter, and Pinterest, and Instagram, and everything else. There's always something new and it's changing and evolving. That's good and fun, but businesses have limited resources. They can only spend so many dollars and human capital on some of these sites. It seems like the flavor of the month might be something called Vine. We all wondered, “How can we get a message across 140 characters or less on Twitter?” Now, we've got six seconds of video. Is this something businesses should even consider?
Matt: I think the most important question, not just as it relates to Vine, but any marketing initiative that a business wants to undertake is, "What is effective? What are we ultimately trying to do?" There's definitely a place for Vine. One of the best uses that I've seen personally is DiGiorno, the oven pizza company. They have a Twitter account and they have a hashtag called "#DiGiornoYouDidnt.” It's a great, great campaign. It merges very well with – “pizza and football go really well together”. So there's a lot of smack talk that they're promoting around there and that's encouraging a lot of engagement. They did tie in a Vine video that promoted the hashtag within that six seconds. Again, that's all you get on Vine. They were able to effectively communicate what they were trying to accomplish with that [video], and it’s working. If you look at their stream on Twitter, you'll see, yes, I'm following a pizza company on Twitter now…People are kind of just surprised that they were able to get that much engagement and interest there. There definitely is a place for [Vine] and I think DiGiorno was effective in understanding, ultimately, what they were trying to accomplish.
I think Vine, again, does have its place, but you have to think critically before you jump into it and say, "We're going to make all these six second videos."
Dan: What do you think, Dave, are you a fan of Vine?
Dave: No but I wasn't a fan of Twitter and I had to force myself to come around to it later. When it first came out, I didn't see anybody doing anything neat with it yet so my stance on Vine may change. Right now, I've just seen a lot of noise and people are still trying to figure it out. Not to say that it doesn't have promise, but Vine is interesting because Instagram answered with their own video and they already have a huge, huge user base. To me, it's a little bit different than when Twitter came out because there really wasn't anything like Twitter when that came out; whereas this is competition and we're already so flooded with the next big social media service discussion. So I don't know, if videos are their niche, I don't really know. If it's just one more hunk of noise, one more thing that I can't keep up with – and one more thing, as a business, that I can't maintain and put the proper energy into doing well – I think time is going to have to tell on that. I’m sure there will be some people that it's perfect for, but I think there are going to be a lot more, that it's not.
Dan: Yeah, as an end user, it's fun to watch the compilations of the best Vines of the month and all, but they all seem to be geared toward the humorous. But this DiGiorno example sounds like a good business application.