vine – Darim Online

This past week, Facebook launched a video component to their already immensely popular photo platform, Instagram, in order to compete with Vine, the short form video app by Twitter.

Vine

Launched by Twitter, Vine is a micro-video app that allows you to record six-second videos on your phone and share them on Vine and Twitter. You can record all 6 seconds at once, or break up the six seconds to record separate images in a series or "stop motion" style. Vine then displays the videos in a loop, similar to a GIF. (Yes, you might be thinking, 'aren't animated GIFs so 1999?' Yes, but they are making a retro comeback, especially through Tumblr and with new tools like Vine). In some cases the looping effect holds your attention longer, and allows for a deeper understanding of what might appear simple on the surface. But in some cases the looping effect can be annoying. Perhaps in the future Vine will allow it as an option.

After downloading the app, you can start and stop the video by tapping and holding the screen. When finished, you simply upload the video and can add comments and hashtags. Similar to Twitter, when tagged, a video can be seen by anyone, but you only see videos by users you follow in your feed. Vine videos can be embedded anywhere on the web and uploaded to Twitter and Facebook as well. A quick Vine tutorial is here. Warning: it's slightly more than 6 seconds!

Instagram Video

To compete with Twitter’s new mini-video feature, Facebook launched its own version of Vine, via Instagram. Instagram video is not a separate app, but rather incorporated within Instagram. Users simply download the updated version of the app and a new video button appears when taking photos on your phone. This video feature can be started and stopped like Vine, but can record up to 15 seconds and allows for editing and filters, similar to Instagram photos. Unlike Vine though, Instagram video can only be uploaded via Instagram or Facebook, whereas Vine can be embedded anywhere on the web.

Instagram video also includes a cover photo (you can choose which frame of the video you want to show when it's displayed as a still image — it doesn't have to be the very first frame), and video stabilization. These videos do not loop as Vine does. A quick Instragram tutorial is here. Also more than 15 seconds!

So what should I be using?

Vine does have the largest audience in terms of short video app users. But that audience is only 11% of the total video sharing market, whereas Instagram holds 35% of the photo sharing market, and has 130 million users. Despite the newness of Instagram and the fact that you're not currently able to embed those videos, its audience and relevancy eclipse Vine’s, and it offers more features.

The looping of Vine and the ability to embed the videos elsewhere online can, and will, probably be added to Instagram in the future. But since both are free, it doesn’t hurt to download both and see which one you like better. If you're already a regular Instagram user, it may make sense to integrate your short format video work into that existing channel. If you have not created an Instagram channel for your organization, you may find Vine more attractive since you can embed those videos elsewhere to augment other channels.

Here’s a breakdown via TechCrunch (read the whole article here):

Video matters. It grabs more attention, tells a story more effectively than text, is easily sharable on social media channels, and can be a conversation starter (how many times have you said to a friend, "have you seen that TED Talk about …"?)

Recently, YouTube, See3, and Edelman teamed up to survey the role of video within the non-profit world. Surveying over 450 respondents representing a vast array of nonprofit organizations, the study revealed that nearly all nonprofits recognize the importance of video (91% of respondents say they want to be making more video). Yet respondents were less confident about their capabilities to effectively utilize video in their communications strategy, and how much they should be investing in creating high quality, professional video assets, as 76% responded that they don’t know how to measure video success analytically.

While an increasing number of nonprofits are learning about the power of creating their own video assets, there are many ways you can leverage video in your work.

1) Not all video needs to be highly professional. Jewish Community High School of the Bay recorded a brief video of a student leading a Zumba class. This snippet was gold on Facebook as they began to shift their social media strategy to a more transparent community building approach. Informal (yet still high quality with attention to sound and lighting) works well, in the right setting. See our post about the new short format video apps Vine (on Twitter) and Instagram for tips on creating even shorter videos.

2) Curate great video content from others. IKAR was smart in creating a video that sent a powerful message that was applicable to a wide audience. While the video clearly adds to the IKAR brand, it was really easy to forward and repost because of the universal message. This is creating social content at its best. Many individuals and organizations reposted this video because it fit with their own brand and personal ethos.

3) Use video as a conversation starter. ELI Talks are a series of short, thought provoking videos of live talks related to Jewish community and culture. Conceptually derived from TED Talks, ELI Talks are a great way to begin deep conversations among staff, boards and other groups about issues of great importance to the Jewish community. For example, Rabbi Sid Schwarz’s talk describes his experience taking a group of synagogue members to volunteer in Haiti, and Gidi Greenstein's talk explores the balance between flexibility and rigidity as we chart our course into the Jewish future. You can find discussion questions underneath each video to get the ball rolling in your conversations.

4) Go small. Two new applications have recently taken off that allow you to record short — very short — videos via an app. Vine is the Twitter based app (6 seconds), and Instagram just release their own version (15 seconds). By definition these are short, and if you use them well, short and sweet. Many nonprofits are creating simple videos that help viewers connect to their mission powerfully by 'reporting from the field' (see the Humane Society and Charity:Water examples). Other brands are putting in more effort (often with stop-motion design) to create powerful mini-mercials (see these examples from Etsy and lululemon). Collections of short videos like this, a regularity of posting them, help tell a story in a unique and powerful way, that's quick and authentic.

For more about the survey and resources to help you improve your video efforts, check out the full YouTube/See3/Edelman survey report and online video guide here.

How are you using video? Share your stories and post links in the comments.