Small businesses are being tipped to keep an eye on Twitter’s new video service, which allows users to film up to six seconds of video and post it to their social feeds without the use of a third-party uploading service like YouTube.
While the move isn’t an attempt to make Google’s mammoth video sharing service redundant, it signals Twitter’s intention to start experimenting with other forms of media.
The service works as a separate app, in which users can record a few seconds of video and then share it on Twitter or Facebook. On its blog, the company – which had already been acquired by Twitter last year – explained the purpose is to create small clips, rather than extensive video.
“Posts on Vine are about abbreviation — the shortened form of something larger. They’re little windows into the people, settings, ideas and objects that make up your life. They’re quirky, and we think that’s part of what makes them so special.”
Twitter mentioned on its own blog this abbreviation “inspires creativity”, and showed off a few examples of its own.
While the Twitter and Vine apps exist side-by-side, Twitter will no doubt explore some ways to integrate the service over the next several months.
The service places a huge emphasis on simplicity – users just need to touch the screen to record a few seconds. When you lift your finger off the screen, the app stops recording, allowing users to create videos from different angles and with cuts.
While the service is relatively new, StewArt Media chief executive Jim Stewart says it may not be long before businesses start experimenting with the service and creating videos for their own purposes.
“I think you’ll see business owners come out and start using it for establishing their personal brand,” he says. “It’s like anything where you’re publishing content – if you do it on a regular basis and it’s good enough quality, people will tune in.”
Stewart says the usual rules of creating content will apply – users won’t tune in if your videos are purely advertorial. But if you can come up with ideas for short videos, Stewart says it’s worth exploring.
“The one thing I’ve learned with video is that if you’re doing video and no one else in your industry is, you’ll be the leader.”
“You just have to make sure you’re matching content to the audience.”
Patrick Stafford is a freelance journalist and a former deputy editor of SmartCompany.
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