“…and do I need to know about it?”
For those that haven’t heard (and don’t worry, until recently that included us) Vine is a free online video sharing service brought to us by Twitter. Vine allows users to create and share six second long looping video clips. Basically you can think of it as a visual tweet – a micro-blogging movie.
So do you need to know about Vine? We think the answer is yes.
It’s a relatively new concept for most of us but as the creative team at s8080 came to realise on a recent project for The Department of Energy and Climate Change (DECC), it’s a trend that’s really helping support complex social engagement strategies.
Vine video featured strongly in the recent DECC campaign #VampireEnergy – which gave energy efficiency advice using the quirky videos and infostrips to build awareness instead of a text heavy Twitter conversation.
So how can Vine benefit your brand?
If you’re looking to bolster your social campaign collateral, then a series of Vine videos can be a smart and cost effective alternative to traditional video projects. The Vine audience is growing quickly (with 40 million users as of August 2014) and with brands like Nike, Samsung Mobile and Government departments creating their own channels, it’s definitely the right time to test the water.
Here’s a quick overview of how s8080 creates a typical animated vine video.
The Storyboard and Artwork
We always start with a storyboard or wireframe to communicate our proposed concept. This can be as simple as a series of sketches or, as in the case of #VampireEnergy, where we had already created a series of hifi assets for other channels, we’ll work with those to streamline the process.
The storyboards are relatively simple as 6 seconds really is a short amount of time to get a message across – so the concept needs to be strong and impactful. ‘Boards’ generally consist of 4 – 6 screens showing the key messaging and transitions. We then show our client the concept and can give feedback well before the animator gets anywhere near the editing software.
Animation and Audio
Following approval of the boards, we’ll finalise the artwork and move into the animation phase. Most of the work is done in Adobe After Effects, professional video editing software that allows us to quickly animate and work with audio, all on the same timeline.
This is where the storyboard literally comes to life and we fine tune timings, transitions and sound to best communicate a campaign message.
We created two Vine animations for the DECC #VampireEnergy campaign which featured an energy conscious vampire (yes, really) and followed his money saving journey. The campaign went live around the Halloween period allowing us to have a bit of fun with spooky sound effects and screeching vampires!
Uploading your Vine
This part of the process has become a lot easier since the Vine team introduced the ability to import videos into their app (available for download on iTunes). We create our Vines as we would with any video destined for online viewing (YouTube, Vimeo, etc.), the only main difference being the video artboard size which is 480px x 480px.
We’ll generally export a QuickTime movie with a H264 codec and AAC audio output and let the vine uploader worry about the optimisation. Vine compresses your video to around 1MB but don’t worry about being limited to this size when editing.
And then repurpose…
Why stop there? Reformat your Vine into a Facebook ready newsfeed video, it’s a relatively straightforward process and gives your campaign another batch of engaging content that can be delivered to a whole new audience.
S8080 Vine Video examples
Check out the Spooktacular series of Vines s8080 created for the DECC campaign #VampireEnergy – https://vine.co/tags/VampireEnergy.
And don’t forget to subscribe to the s8080 YouTube channel to catch the latest video creations from our creative team.
And if you have a spare 1 minutes 46 seconds, take a look at our YouTube Halloween parody which show that developers can dance (sort of).