Back when I was in the magazine business, I learned it took consumers a total of 2.5 seconds to decide which magazines or newspapers to buy. So it was vital that the magazine cover immediately grab and engage customers’ attention.
Nothing has changed. When you consider how little time nearly all of us have these days, it’s no surprise that marketers are searching for new ways to capture consumers’ attention in as short a time as possible. That’s what makes the concept of Vine so intriguing. As of now, the video app is only available for Apple products, though an Android version is expected shortly. Vine enables you to share 6 seconds of video content on Twitter, Facebook and Vine’s own social network.
Vine has already been covered in these pages, but I want to focus on one aspect that hasn’t gotten all that much attention yet—encouraging your customers to contribute. This customer engagement tactic works well for all companies, but it’s especially useful if your marketing budget is tight (and whose isn’t?). You can ask your fans to participate for fun, but you’re likely to get more contributions if you juice the offer by promising giving something in return. Make it an official contest (be sure you’re legally compliant, of course) to really get the buzz going.