While taking on another new social media platform might sound intimidating (and time-consuming), it’s time to consider Vine as a strategic addition to your nonprofit’s communications plan.
Vine is a mobile video-sharing app that lets users take and share 6-second videos that loop over and over. Twitter purchased Vine in 2012, adding new editing functionalities that allow users to create cleaner and more produced videos, and attracting more brands to the platform.
I know you might be thinking, “Why on earth would my nonprofit want to take on and manage ANOTHER social media platform?” But after hearing my argument, you might just consider Vine the secret weapon for your 2015-16 strategic plan!
Well, videos are predicted to be 55 percent of all Internet traffic by 2016, and Vine is the simplest way to produce compelling videos on a small budget.
That might not be enough to convince you, but consider this: A branded Vine is FOUR times more likely to be seen than a branded video. So, if you’re going to put the time and resources necessary to bring video into your communications strategy, you might as well do yourself a favor and use Vine to engage more of your audiences!
Now that I have your attention, I want to assure you that Vine will NOT be a time-suck or an overly challenging platform to get started on. You can sign up with your Twitter username and password, which makes for a quick and easy set up, and Vine provides a short intro that walks you through how to use the app.
Once you get set up, you’re ready for your first Vine! As with any other online platform, you’ll need to sit down and make a plan for how you’d like to use Vine to further your strategic priorities.
For some inspiration, here are three simple ways to integrate Vine into your strategy:
- Create videos that inform your audience about your mission, services, or programs and events. Most nonprofits are doing amazing work every day and can use Vine to document it and share with their audiences! The below Human Rights Campaign example shows how you can describe your mission visually:
- Use Vine to raise awareness around campaigns or social issues important to you. For example, check out how (Red) created an effective, engaging video on Vine, using limited resources, to amplify its #86Aids campaign:
- Make engaging videos using Vine to embed on your other platforms. If you don’t think Vine is the right place to reach your target audiences, you can still use the app to create compelling video content and post it on your other online platforms, such as your blog, Facebook or Twitter. This is how nonprofit PAI used Vine as part of its strategy to leverage World Contraception Day and drive traffic to its newly redesigned blog. As a result, PAI saw huge peaks in traffic after posting this Vine on their blog:
Video content will eventually become a NECESSARY part of your communications plan, with video reaching 55 percent of all Internet traffic by 2016, so get ahead of the tide and become a Vine makin’ video pioneer today!