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.

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
How events can save the world

Crisis planning, sustainability, wellbeing and inclusion can cause difficulties for event organisers. So is it possible to host a truly ethical event?

Wellbeing makes 'good business sense'

Wellbeing makes 'good business sense'

Annie Metcalfe from Clear Partners says planners must adapt to the changing demands of incentive travel programmes.

Amex GBT appoints new general manager for meetings and events

Amex GBT appoints new general manager for meetings and events

Gerardo Tejado has held a number of commercial and client management roles at American Express GBT over the past 17 years.

Incentives are coming: 7 Game of Thrones-inspired destinations

Incentives are coming: 7 Game of Thrones-inspired destinations

From Croatia to Northern Ireland, the fictional land of Westeros has filming locations around the world ideal for meetings and events.

What does an HR expert look for in Best Places to Work accreditation?

What does an HR expert look for in Best Places to Work accreditation?

An independent HR consultant explains what judges are looking for in accreditation like C&IT's Best Places to Work.

Events budgets return to steady growth, Bellwether Report finds

Events budgets return to steady growth, Bellwether Report finds

UK companies increased their marketing spend in Q1 2019, in contrast to flatlining budgets at the end of last year.

'Unlocking the best parts of destinations' is key for event planners

'Unlocking the best parts of destinations' is key for event planners

Venues should use their expertise to help familiarise planners with a new destination, says panel at the C&IT Association Forum.

Case study: CoinGeekWeek conference

Case study: CoinGeekWeek conference

CoinGeek transformed The Mermaid London for its three-day conference on cryptocurrency and blockchain.

New senior account manager for Top Banana

New senior account manager for Top Banana

Natalie Benson joins from ACA Live and will work on finance, automotive and retail accounts.

Facial recognition will change the way we measure audience engagement

Facial recognition will change the way we measure audience engagement

This kind of technology could scientifically prove the value and impact of events, says Dan Broadberry from Brands at Work.

LATEST JOBS