Brands Utilizing Vine Are Upstaging the Competition

Guest post by Camille McClane

You can do a lot in 6 seconds. You can read an email, delete ten emails, respond to a text, pick out a pair of shoes, zip up your jacket, but can you create an impression that describes your whole brand in one fell swoop? That is six seconds of swooping, mind you. According to Fast Company, about 9 months after its launch, Vine was the best way for a brand or company to reach its Twittering, Facebooking, Instagramming audience. Apparently a branded Vine is four times more likely to be viewed than any other type of branded video. Here are four companies that have been using Vine to its highest marketing potential.

Urban Outfitters

Urban Outfitters upped their DIY game with this quick Vine on how to easily personalize a pair of high-tops. The giant retail company has been posting Vines since its conception in January 2013 and has over 77 thousand followers. Their Vines normally consist of showing fans how to style their new outfitters’ clothing, performances and parties involving store launches, and holiday-themed posts like this ouija board snippet.


Target’s October Vine is a clever stop-motion method for grabbing the attention of its customers. Target’s social media gurus recognize that the millions of people spending money in their stores want something more to believe in than a wide and affordable product selection. Vine allows companies to create a personality out of thin air. Just as we’d check our Facebook pages to see what so and so is up to, consumers can check their Vine to see what their favorite companies are doing for Halloween. For a company to present itself like a friend is one sure fire way to secure a place in the good graces of its fans and fans-to-be.


While Lowes has very few followers compared to Urban Outfitters, their Vine still perfectly describes the brand as helpful, innovative, and “always improving.” The company could certainly stand to be a little more active, however, considering Target posts a Vine at least once a month and has twice the viewers. Lowes’ cleverly worded hashtag, #lowesfixinsix, and the following how-to micro-vids are an extremely useful tool for visual learners wanting to find easy fixes for pesky problems. How do you get rid of nasty looking water stains? Use lemons! Having trouble packing your holiday ornaments without breaking a few? Find them a new home. Lowes gives away its expertise for free, letting those 15 thousand followers in on a few tricks of the trade.

The Glitch Mob

To preview a product that hasn’t hit the shelves quite yet is certainly one way to dangle the carrot. The Glitch Mob, an electronic music group from California, let out a 6-second take of a not-yet-released album, allowing their Vine followers to get excited before the big release. Unbounce says to “leave them wanting more,” as part of its quick video marketing guide to Social Media. Showing a preview of a product will leave your viewers wanting to find out more about your brand, so don’t hold back. Or actually, yes, hold back a little… Did you know that more than 40 percent of Vine videos are brand videos? The more creative your brand can get in 6 seconds the more the video will be shared, advertised, and seen by potential fans and customers. According to Gryffin Media, Vine had over 1 million users within 3 months of its conception and it has 40 million users today. What can you do to ensure your Vine success?

camilleCamille McClane is a writer, researcher and editor, who frequently blogs about about web hosting and social media. Her favorite subject to focus on is emerging technology trends and its overall effect within business expansion and relations. She hopes the readers of enjoy this article as much as she enjoyed writing it.

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