Last week the Social Media Guru’s were at it again, declaring the creation of the next big thing as Vine, the 6 second Video platform produced by Twitter. Only last week I wrote about Facebook’s Graph Search as being rolled out purely for those in the industry – a product that no one else would care about. Seems Twitter is doing the same thing.
Let’s not forget that short video has been done before, via the Twitter platform no less in the form of 12 Sec video, a platform that shut down two years ago. It seems that Twitter now feels it is in the right space to compete with Facebook. After the acquisition last year by Facebook of Instagram I am sure that Twitter felt the need to produce something that was visual. They already shut Instagram out of the Twitter API, so launching a visual product of their own was an obvious step.
The problem is that video and stills are not the same thing, not by any stretch of the imagination. Firstly Instagram, while not exactly making photographers out of its users has at least made better picture takers out of some of them. The use of filters has taught some Instagram users concepts like composition and lighting or at least some steps toward those elements of photography. Video however is a lot more complex than simply slapping a filter on an image to make certain elements “pop”.
Video has to be a lot more interesting to capture a viewers attention, even if it is for only 6 seconds. The fact that the video loops makes these videos look more like animated gifs than real video and that in itself is a problem, it reduces their value even further. Obviously Twitter is hoping that this platform will catch on with brands and marketers and will at some point be folded into their revenue generation efforts. Some brands are already using it. Take a look at this collection put together by Social Fresh. Not exactly Spielberg is it?
This is part of the over all issue with Social Media platforms, it is leading not to the increase in creativity but to the dumbing down of marketing. Why bother brainstorming something creative when you can simply shoot a 6 second video of a bunch of staff dancing in the office and then post it in the hopes that “fans” will reshare it and it will go “Viral”.
Don’t be fooled by this platform, it will go the way of Chatroulette and other attempts to harness video by people who really don’t understand the visual arts at all. Some of Vine’s other critics have pointed out that it has become an hotbed for porn – really? Amazing an online video platform being used for porn, say it isn’t so! I think porn is the last of Twitter’s issues for Vine.
Have you tried Vine?