Vine Goes Mainstream: the Evolution of the 6 Second Revolution (Video)
August 12, 2013
In 2011, the social medium of images was the new hot thing with Instagram established and Snapchat in its infant stages. Despite the popularity of these apps, many people were still wondering: what’s next?
Fast forward two years, with the world experiencing Vine-fever and the recent launch of Instagram Video, video, now more than ever, is king. But what is it that makes apps like Vine so popular? Can a six second video truly be a work of art or is it just a reflection of our generation’s shortened attention spans? Perhaps, just like mainstream media, it is a bit of both. As Vine becomes decreasingly recognized as just another internet gimmick, it evolves into a form of expression that greatly mimics traditional media (or, perhaps, it is also the other way around). Consequently, Vine, like digital media in general, has started occupying six different realms of mainstream media.
1. Vine Awards at Film Festivals
Yes, Vines are being awarded at film festivals. The Tribeca Film Festival, cofounded by Robert Deniro, created #6SecondFilms to honor Vines. Seriously, what more artistic validation could Vines need than that from the Godfather himself. The Vines were separated into four categories: genre, series, animate, and auteur (Described as “[Vines that]told a story or script that was truly unique. A tiny, concentrated expression of the filmaker’s vision”) and were judged by an esteemed panel that included the King himself, Goldberg.
Here is this year’s winner in the “auteur” category titled “There is No Sunny Side to this Story”:
2. Celebrity Stars
Just like Twitter and Facebook, celebrities from Tyra Banks to Terminator have adopted Vine. However, what differentiates Vine from the other social media platforms is that celebrities have adopted it as a way to express art. Sure, there are some stars that prefer to just shoot a six second clip of whatever they are currently doing or an inane video that has little substance, but there is a large number of them, like Goldberg, that actually use Vine to tell stories. These artists see Vine as a challenge. They recognize what Vine truly is (or can really be): the haiku of digital media. Like a haiku, a Vine is simple, short and restricted, yet, paradoxically complicated, beautiful, and free for those same reasons. Take a look at one of Goldberg’s Vines, “Latency.”
3. Instructional Promotions
We’ve recently covered the use cases instructional videos and Vine provides another unique method. Companies are using Vine to promote their products while giving nifty tips. Lowe’s has launched their “#lowesfixinsix” campaign that illustrates simple life hacks. Lowe’s has achieved a marketer’s dream by compressing incredibly useful information into one absurdly brief, yet engaging clip. For example, you can learn how to prep your grill for the summer in six quick seconds.
The vast majority of companies that use social media do it for promotional purposes. However, one of the main concerns with publishing video is making sure that your content is engaging. Companies do not want to invest a substantial amount of money into an advertisement and see that viewers are tuning out. Vine, similarly to twitter, solves this problem by accepting our attention spans for what they are: weak. Many companies, like Microsoft, have gotten creative and found ways to use Vine to create short yet informative content. Take a look at this episode from Microsoft’s Internet Explorer advertisement campaign “Not Your Father’s Browser” for IE 10.
Now, much more than ever, we are linked to the news in an almost inescapable fashion. Twitter has helped revolutionize modern journalism by providing instantaneous coverage of events around the world. Any action, catastrophe, election result is immediately uploaded to our feeds. Vine, similarly, provides the swift impact of twitter but also allows the viewer to survey what’s happening. The most famous example of Vine broadcast journalism was done by the Turkish Pulse, who captured the immediate aftermath of the tragic bombing of the U.S. embassy in Turkey. The Vine not only provides the viewer with the information of what happened (that there was a bombing at the U.S. Embassy in Turkey) but also gives the user a sense of the moment, similarly to traditional news coverage.
Vine is still in its early stages with broadcasting sports entertainment. Due to the legal ramifications of distributing content that is protected and owned by various leagues, there are not any Vines of actual games or matches. This is extremely unfortunate because Vine would be the perfect medium to relay a thunderous dunk, game winning goal, last-second touchdown, or any important athletic play. However, there have been some breeches into the sports industry with Vines capturing pre-game warm-ups. Look at this one from the Brooklyn Nets.
Vine is often dubbed as the “Twitter of video”, which is not far from the truth (Vine is even owned by Twitter). However, the impact of Vine can be so much more. With a 140 character limit, Twitter, like Vine, limits its users. But if a picture is truly worth a thousand words, then at 30 frames per second, Vine is worth at least 180,000 of them.
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