No doubt by now you will be familiar with the latest social media platform on the block, Vine.
Vine is an App that lets you film a six second video from your phone or tablet that then plays on a continuous loop. No video editing skills are required, which makes it an attractive option particularly for small charities that may not have a budget for videos. The App is also free so all that’s required is a bit of time, imagination and creativity.
As Vine is owned by Twitter, expect some investment in the near future. Currently it is not available yet on Android but that should change fairly quickly. At the moment it is still quite a basic App in terms of its capabilities but some charities have been using it in really powerful and clever ways.
You can see lots of examples of charities using Vine in my Storify, I heard it through the (grape) vine.
So what makes a good Vine?
From the many examples I have seen so far, a good vine is one that:
Has a beginning, middle and end
A video should tell a story and stories have a beginning, a middle and an end. Think about the case studies you have on your website and see if you can turn any of those into a Vine. Can you capture their journey in just six seconds?
Has a clear message
It’s the elevator pitch concept. Think first about what your message is then work out how you can convey that message in just six seconds. Keep it simple with one message at a time.
Has a call to action
After watching your Vine, what do you want people to do? Perhaps it’s making a text donation, signing up for a fundraising challenge or just visiting your website. Whatever it is be sure it is clearly shown at the end of the Vine. Although the video plays on a continuous loop, viewers shouldn’t have to watch it three times just to read the call to action.
Is visually appealing
Vine has the ability to record sound but most charity Vines I’ve seen so far are soundless. Often a song or a voiceover will pull on our emotions but images can, of course, do this too. They say a picture is worth a thousand words and when you only have six seconds, a powerful image needs to work as hard as it can. If you are using images as stills, ensure they are high-resolution and in focus.
Some charities are already using Vine to thank their donors, campaigners and fundraisers by using their names or Twitter handles with a thank you message. It is a wonderful, inexpensive way of making supporters feel special and appreciated.
Lets your personality shine
Social media has already enabled us to give a personality to our charities by letting us engage directly with the people we support and the people and organisations that support us. So why not let Vine do the same? Show your supporters the people behind the charity with ‘Meet the Team’, ‘A day in the life of…’ or ‘Funny things that happen in the office’ Vines. After all, people invest in people so let your staff shine!