Vine’s new test of longer content (140 seconds) can keep it competitive with Facebook, Instagram, and Periscope.
Video content creators using Vine for content marketing and Twitter for distribution just got unexpected good news. Vine (launched in January 2013) announced that it’s starting a beta program to move to longer content video, and expanding the clip length to 140 seconds (2:20). This move will help accommodate video creators who’ve been stifled by the 6 second limit, and is anticipated to help bring back users who’ve fled to Facebook, Instagram and Snapchat in recent months.
In a Vine blog post, Vine’s team wrote:
“Many of you also say that you’ve mastered six seconds and want a broader canvas. You want to stretch creatively as artists and creators. And your fans want this too. That’s what today’s announcement is about. We are moving #beyondtheVine and introducing an experiment with longer video.”
A promo video on its app declares “We’re trying something new – longer video.” The service notes that while its short clips are short and exciting…”kind of like movie trailers,” people are always asking for longer Vines. So the service is adding a “Watch more” button to allow for viewing up to 140 seconds of Vines.
Short Clips Remaining
A small group of Vine video creators and influencers will soon get the go-ahead to create longer videos. The service’s videos will still remain 6 seconds, but creators will be able to use these as teasers for longer videos. Currently, some of the top content producers at Vine are posting their longer videos on Instagram or YouTube, but with a 6-second clip on Vine as a promo teaser. The service wants those users to now post the longer clips on Vine, instead of the other services.
Vine users will be able to double tap the screen, a la Periscope, to send hearts to favorite clips. In addition, Vine viewers will also be able to turn phones to a horizontal position to watch these clips in widescreen. That’s a back-to-form twist on the upright vertical video craze that has lessened the number of horizontal clips.
Vine Playing Catch Up
This move is Vine’s (and Twitter’s) attempt to try to regain some of the influential video creators who’ve been seeking compensation for their much-viewed Vines. The service hopes to start a compensation program soon via Twitter’s Amplify Open program as well, to siphon some cash to creators who post clips to Vine.
Brands and Vine
For business and consumer brands on Vine, this move could open up new creative possibilities and partnership opportunities. Marketers like Miracle-Gro, Ford, and Netflix are still on the service as of 2016, but as of late 2015, branded videos only made up 4 percent of branded content. Vine is hoping to draw back earlier Vine brands like Ben & Jerry’s, Disney and others. Will this latest ploy help Vine to reclaim its creative content marketing partners? Only time will tell.
The field of mobile instant video is ever changing and it takes a clairvoyant to anticipate what users and creators want in a video service. Twitter and Vine hope that these moves are what it takes to bring Vine back into the pantheon of instant video champions.