Video social network Vine has vast meetings industry potential, says Cvent

Event services company Cvent has tipped video social networking site Vine for meetings industry success.

Vine in action on an iPhone
Vine in action on an iPhone

Vine allows users to take quick six-second video clips on their phones which can be published in real time. The idea is to create a succinct message.

Cvent's Thomas Yohannan said that six seconds might not seem like a lot, but it may be enough to get those in the meetings industry thinking about how it might impact what they do.

"While companies may spend marketing dollars to create awareness, videos can generate buzz via sharing. More importantly, they can be published in real time. It also forces the organiser to be more creative and selective in the content pushed out, in the same vein as Twitter," he added.

According to recent stats by Onavo Insights, Vine has grown its monthly active users by more than 50% in just two months, while other video-sharing apps like Viddy and SocialCam have experienced a gradual decline month over month.

Vine managed to capture 2.66 percent (up from 1.77 percent) of the iPhone market share, with a continuous upward trajectory.

Yohannan namechecked the The Tribeca Film Festival, which started a new competition in April, #6SECFILMS, that tasks filmmakers to submit their best six-second Vine film.

"Much like Twitter, creativity will play a big factor. The possibilities for incorporating mobile video into a meeting/event is positive since it’s a method of social sharing that helps to expose the meeting/event to a wider audience. However, the uniqueness of the tool lies in the idea of combining clips from various users. This opens up the creative stream of content to the entire audience," he added.

Yohannan concluded that, although new to the meetings and events industry, Vine is creating an environment that is in line with the organizer’s needs and wants. "Engagement is the operative word. Not all marketing is necessary marketing, but 6 seconds does offer a new avenue to create more customer touch points, as well as more anticipation and participation," he added.

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