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Vine

Fashion brands are using Vine to showcase product and people in new and creative ways.

The fashion industry immediately embraced Vine, Twitter’s 6-second video app, after it launched in February. It was no surprise Vine was suddenly so popular: The app was released just two weeks before New York Fashion Week kicked off, a time when behind-the-scenes runway shots were readily available to capture and share in 6-second loops.

But Vine is much more difficult to make look beautiful and polished than Instagram photos, and brands quickly discovered that to participate, they needed to relax their typically stringent production quality requirements. Perhaps that’s why, following the shows, most fashion houses dropped the platform altogether, only returning to it, in some cases, for the menswear shows in London and Milan earlier this month.

That’s not to say that Vine’s fashion future is dead — it’s merely getting a slow start.

Early data indicates that Vine videos are shared four times as often as other kinds of Internet video, and the launch of video for Instagram, which many brands have already enthusiastically adopted, is creating further incentive for fashion firms to ramp up their capabilities and resources in this area.

Let’s take a look at a few fashion brands using Vine to exceptional effect.

Stop Motion Art

Stop-motion artists are among Vine’s most popular users. Eyeing this trend, French Connection collaborated with photographer Meagan Cignoli to create a series of highly shareable, summer-themed stop-motion videos. In one video, the brand’s latest collection packs itself into a suitcase for a holiday. In another, various outfits are laid out and rolled up on the beach.

Cignoli tells me that each video typically has between 100 and 120 separately recorded clips. The result is incredibly fluid and eye-catching, instantly negating any notion that Vine can’t be a platform for quality creative work. Online retailer Nasty Gal is another standout for stop-motion inspiration, weaving playful, wiggling pieces of candy in and around products like handbags, shoes and makeup. Burberry, too, has used stop-motion video to showcase product prints and patterns, as well as celebrities present at its last menswear show.

Showcasing Product Details

The beauty of the French Connection work by Cignoli is that it places products front and center, but it’s so creative it doesn’t feel like marketing. Marc Jacobs is another example of a designer who is doing this, releasing some nice stop-motion work that features handbags on what looks like a rotating conveyor belt.

For others, Vine presents an opportunity to demonstrate the work that goes into making products. Matthew Williamson did this during London Fashion Week in February with his #matthewmagnified campaign, and Oscar de la Renta, through the handle OscarPRGirl, used Vine to detail the craftsmanship that goes into its bridalwear pieces.

Gap is also using Vine to highlight key pieces in-store, but takes a more editorial approach, employing models for its videos. In one, a woman spins around in an assortment of dresses. In another, a young girl plays in the latest DVF GapKids collection in the park. These are much more developed than the clips that debuted during fashion week season: a haphazard amalgamation of garments on hangers and poorly lit models on runways.

Continue reading on mashable.com

Vine has seen impressive growth since its January launch.

The app was released for Android users earlier this month, and has since surpassed Instagram in both downloads and social shares.

With more than 13 million users, and counting, it’s now fair to say that Vine is here to stay.

It is also clear that Vine means business.

We saw brands jump on the Vine-wagon fast and fearless. However, a few early adopters have since become social dropouts.

Take Oreo, for example. After their Superbowl social stunt, there was a lot of positive buzz surrounding the brand. They started off strong on Vine (and gained some “brownie points” when they showed me how to make Oreo sprinkles), but soon lost their way. After two A+ Vine posts, they went on to post 10 videos over the span of just one day, then dropped off completely over the past month.

Back to basics: consistency is key. Tisk tisk, you delicious cookies you.

More recently, Samsung saw a lot of engagement by posting a highly-creative layered Vine. They broke ground using Vine in a very innovative product demonstration. And while Samsung has two more Vines up since then, it is still early days, so who knows if they will keep it up.

So, what brands should others look to as strong examples of companies using Vine well?

Let’s dig in.

Most Followers

One might thin the brand with the most Vine followers would be a great example, no? Not really. Take the verified Starbucks account on Vine for example.  With zero posts, zero follows and just two likes the brand already has close to 70 thousand followers.

Continue reading on socialfresh.com

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