The year is 2016. Since its inception in 2004, the influence and reach of Facebook, and tangentially social media as a whole, has spread like wildfire. At this point, those who refuse to create an account are the rebels going against the grain. But anyone trying to run a business or craft a public persona can most certainly be found on several of these networks. The question, thus, is how do people distinguish themselves on networks that are visited for over 20 minutes per day by over a billion users? And at this point, that’s not just referring to Facebook, but also Twitter, Instagram, Pinterest, YouTube,, Snapchat and of course, Vine. This is one of the best social media management campaigns so far, according to Forbes.
For the not so tech savvy, Hewlett Packard (HP) is a software company but they also sell plenty of hardware. They launched a Twitter campaign two years ago using the hashtag #BendTheRules and have since adapted it to the recent and rapidly growing media of today. While Twitter remains a powerful force in the digital world, a lot has changed since 2014, namely the fact that we have become a lot more visual in our media intake. Vine, once it gained momentum, set off a chain reaction, and now videos activate automatically on our Facebook newsfeeds while YouTube has more users than ever.
The HP campaign of 2015 involved collaborating with Niche, which is a talent agency that Twitter bought last year that matches brands with Internet celebrities. The concept behind the campaign was to capitalize on the web celebs who were using HP products and it worked like a charm. That’s because it transcended social networks. Those who manage to gain notoriety online are often more connected to their audiences than anyone else. HP recognized that and promptly responded by expanding their #BendTheRules campaign to Vine.
One of the best aspects of Vine is that it’s used on multiple mediums. They pop up on your newsfeed in Facebook, but can also be viewed on YouTube and Twitter, and in some cases, are even shown on TV. This effectively gives any influential Vine star a reach that is multiple times more expansive than someone only using Twitter.
What makes a Vine star go viral? It wasn’t so long ago that some random dudes with a camera made millions from the hit stunt series Jackass. A handful of years later and its influence has not been lost on the masses. HP’s campaign involved paying people to do outrageous, extreme, “epic”, and sometimes downright stupid big budget stunts. Among those were people being set on fire, monster truck shenanigans, and more. And who doesn’t like the occasional outrageous stunt?
The beauty of Vine is in its brevity, which is perfect for advertising and marketing. The concept behind this particular campaign was to give people HP products and six seconds to do something crazy. And it worked.
But such mediums are only influential if they can be utilized effectively, which involves the guidance of an expert. Jubilant Web is among the best social media marketing companies and has the skills and expertise to make your Vine videos go viral. We also create content and manage organic search engine optimization marketing campaigns and pay-per-click marketing campaigns. Our job is to make your company flourish by giving you a presence in the ever-expanding digital universe. Get more connected today. Give us a call at 845-790-0420.
