I guess this was to be expected; every emerging Web technology goes through its, uh, wild and irresponsible period.
Witness Twitter’s new video-sharing app, Vine, which allows users to post six-second videos for streaming. Naturally, the service found that most of the first week of its big launch was spent figuring out how to crack down on users posting porn and deal with the ensuing media attention.
Then the app experienced its first major outage within five days of going live.
That being said, I’m not ready to give up on Vine so easily. The service is already spawning third-party apps and extensions that allow users to embed videos into Tumblr feeds or search for cool content. And even in a few short days, users have embraced the medium in creative ways.
As any entrepreneur knows, things can get freaky fast when launching a new product. Here are my three takeaways when it comes to the weirdness that was Vine this week.
1. Give Vine time to grow.
Twitter seemed ridiculous too, at first. And while the micro-blogging site isn’t the right content delivery system for every business, few would question the cultural impact it has had since it first launched. Content platforms – and how people use and interact with them – evolve over time.
2. Vine can be used to make interesting business content.
The beautiful thing about Twitter is how it forces users to focus on their message. Now, this doesn’t work for all content, but you don’t have to be a marketing genius to recognize the potential of a memorable six-second video pitch. Vine will force marketers to be ruthlessly efficient – not to mention extremely creative – in how they deliver their message.
So, what’s your six-second pitch?
3. It’s OK if Vine isn’t for you.
I tend not to be a fan of social overload. A business doesn’t have to be delivering content on every single platform available. Not every business is built for, say, Pinterest, and that’s just fine. Actually, spreading content efforts too thin more often leads to weak or duplicate content.
Rather, it’s a good idea to focus on doing the best job possible on the social networks where you are active, and these should be the ones your customers are using. If video fits into that equation, by all means, start cutting some six-second clips.