Many marketers automatically think that Twitter's video platform Vine is more of an opportunity for B2C than B2B. But they are wrong.
Whether the strategy is product promotion, event exposure, or pure fun, creativity is a must for Vine--and B2B brands are pulling it off. Here are some examples that deserve to be highlighted.
1. Xerox Corp.
Xerox recently shared its very first Vine to thank its 1 million followers and friends on LinkedIn, Twitter, and Facebook. It was simple yet well done, especially for a first try.
2. General Electric
GE has pretty much written the book on creativity in B2B marketing, and its Vine strategy is no different. In August 2013, the company hosted a six-second science fair via its very first Vine.
The Vine showed viewers what happens when you combine milk, food coloring, and dish washing soap. The video did so well that GE asked consumers to create their own #6SecondScience Vines. More than 600 videos were created, and GE added 50,000 followers as a result. GE then took all of the videos and created a compilation video that resulted in 1.1 million consumer engagements and video views of 700,000.
Last year when Microsoft introduced Internet Explorer 10, the company created a series of humorous Vines to showcase the browser's mobile capabilities. This Vine highlights IE10's responsive capabilities:
This video's message is that IE10 is not your "father's browser."
It can be tough to showcase a product in just six seconds, but Microsoft's aproach was both clever and entertaining.
HP shows off its sense of humor with its series of Wine videos created to promote the "New Windows" integration. For example, this Vine touts that Windows 8 helps employees work smarter:
This one highlights easy screen-sharing:
5. Adobe Systems
Events are great for building awareness about your brand, products, and services. Vine lets Adobe take it a step further. By creating these six-second looping videos at events, Adobe is able to showcase its signage and set-up, people, and products in a relevant way, while simultaneously taking the event online for those who couldn't make it. You can view some of Adobe's Vines here.
Here's one in the meantime: