Jan 24, 2013

Twitter’s New Vine App: Perfect for PR Pitches

Victoria Harres is a Vice President, Digital & Events Marketing

Remember when we had to figure out how to condense a 400 word press release into a 140 characters? Daunting as the prospect seemed at first, eventually talented PR professionals became quite deft at the micro press release and we all learned a great lesson about brevity and the modern attention span.

But now we have a new challenge, the six-second video.

vineTwitter has launched its new Vine app, which lets you capture a six second video that loops continuously. The app is very simple to set up if you already have a Twitter account, although it is not a prerequisite, and you can share your micro-film with your Twitter followers, your Facebook friends and the Vine audience.

Brilliantly captivating, the six second video format is both a challenge from a PR perspective and an opportunity.

You couldn’t embed your four minute product demo video in Twitter. The best you could do was to link to it and hope that people would want to leave the platform and go watch elsewhere. At this point you can add page loading time and video loading time to your 4 minute production.

Not something that people are very willing to do for a product demo.

But think how often you’re willing to hit ‘play’ on Facebook and watch videos. All sorts of videos you would otherwise ignore. Why? Because you don’t have to go anywhere and if the video turns out too boring to watch, you click stop and move on. No big deal.

Vine makes videos on Twitter no big deal. And at six second length, people don’t have time to turn off your demo before they’ve seen the whole thing!

Opportunity! It’s the video elevator pitch.

So what kind of content should you be thinking about for your six second PR video? I asked Bev Yehuda, VP of Web Engagement Products for MultiVu and here are her suggestions:

  • Behind the scene clips
  • How-to segments (think time lapse, as Vine allows stitching of 3 segments)
  • Product demo
  • Presentation clips
  • Quick take from speakers at a conference
  • Create a “sneak peak” of a longer video (making-of-a-video clips perhaps)

So go make some videos and share them. As we’ve frequently written about here on Beyond PR, people like visual content. Multimedia press releases blow the socks off traditional text-only releases.

Victoria Harres is PR Newswire’s director of audience development, and the primary voice behind our @PRNewswire presence on Twitter.

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