Last week Trident debuted a six second TV spot on Fuse TV, while Dunkin’ Donuts premiered a Vine commercial on ESPN. Vine, known for its quirky users sharing unpolished clips of their lives, attracted many major brands within days of launching. These companies quickly embraced the idea of sharing unedited content on their social pages to fit in with the crowd, but now that these clips are being used as official commercials reaching beyond the social media savvy consumer, traditional advertising is poised to see some serious changes.
Advertisers tend to spend months developing big budget, polished content for TV spots. If more brands embrace the Vine format for television, we may see an increase in micro budget content that seem more like Youtube videos than TV shows or movies.
Commercials, being 15-30 seconds, allow brands more time to introduce their product or service, share its benefits, and tap into the emotions of consumers. But the average time is subject to decrease as fast paced storytelling is crucial to get a point across and keep the attention span of the typical Vine audience. It takes special talent to condense a story into only six seconds; like Trident, brands may continue to leverage the talents of popular Vine creators such as Nicholas Megalis and Rudy Mancuso to produce their content.
Dunkin Donuts used stopmotion for their TV commercial. It’s a popular method of storytelling on Vine but the usually silent or choppy technique poses some challenges for TV Ads. Brands must consider the nuances of grabbing and keeping the attention of an audience that won’t hear their content. Creatively explaining product benefits without clear spoken words will also be challenging, but if brands figure it out, consumers will find themselves seeing more of the quirky approach.
It’s only a matter of time before we see more Vine content as TV commercials; other brands like Nissan and Virgin Mobile have already held contests to include user videos in their future adverts. But will it be a trend or a lasting impact? We’ll have to wait and see.