Should brands be getting on board with Vine?

Should brands be getting on board with Vine?There has been something of a debate going on about Vine, Twitter’s recently launched six six-second tool, and whether brands should be getting on board with it or if it is something that they can, at least for now, ignore. We have already seen a lot brands creating Vines as we reported on The Wall recently and earlier this week we highlighted football clubs that were also taking to Vine as well

So whatever you take there is a good deal of initial excitement that is leading some to come out strongly in favour of it.

Geoffrey Colon, Ogilvy’s VP of social, is firmly in the camp that thinks Vine is worth getting to know. He advocates “filling your follower’s feed with visuals. Forget 140 characters and links to other designations from Twitter.

Now you have six seconds to tell a story or a set of stories.” And it’s not just for showing off products, it’s “about showcasing people and what they do”.

While Instagram was a slow burner that took its time to gain momentum, Twitter’s video service is already making headlines. “People are talking about Vine. It might not take off, but that’s no reason to not see how it can be used as a form of communication”.

Those little morsels of film that make up your six-second show reel “requires creativity” but can be a great tool that gives “those from outside your business a sneak peek at what you do”.

Paul Armstrong, the head of social at Mindshare, also backs Vine’s potential to engage advertises, but admits that it might take a while for people to understand its true potential. “Vine could do more than simply put a smile on people’s faces,” he recognises. “It has, with the right strategy, the potential to make cash registers ring.”

And while Andy Pringle, the performance media director at Performics, “The service shouldn’t be treated as a poor relation to a TV ad,” It’s not difficult to see it’s potential as an extension of one.

That is as long as its cheeky little habit of recommending porn in its editor’s picks doesn’t scare the brands away.