We (Affinitive) take a look at the hottest new iOS application: Vine. We look at what it does, how it works, and the implications for people and brands.

1. An Intro to Vine

2. Vine App
What is Vine?
“Vine is the best way to see and share life in motion.
Create short, beautiful, looping videos in a simple and fun
way for your friends and family to see.”
Vine allows any user (Twitter not required)
to post 6 second videos. Vine is not only
their own “social network” but offers an
optional post to Twitter function. These
videos play on the desktop Twitter and the
mobile version.
Twitter users do not have to be users of
Vine to consume Vine content.

3. How Vine Works
The home screen is dynamic. All videos from users you are following are displayed in the
feed, and play as you scroll through.
Users engage via “like” and “comment” actions. Hashtags allow for content organization
and searchability, similar to Twitter.
Content can be explored by popularity, editor‟s picks, hashtags, and „all posts‟.

4. How Vine Works
Finding people by connecting Vine to Twitter accounts is
simple, but not perfect. Users can use their email lists,
Twitter friends and simple searching and text/email
connecting. The second option, finding via Twitter
followers, shows connections in no particular order.

5. How Vine Works
Vine pulls information from your Twitter account to
populate your personal profile.
On the profile page, users can see all their posts
and their likes.
Vine employs the follower/following method of
connection, just like Twitter.

6. Brands Using Vine
Some brands have already
flocked to Vine, but some of
the biggest (i.e. Starbucks,
Coca-Cola) have yet to get
on board.
Some news organizations
have joined as well, adding
insider views and color to
Tweets.

7. Brands Using Vine
General Electric took their creativity to Vine
in a standout way. In addition to high-
production quality content, GE are
“community managing” the platform and
engaging with fans who respond on Vine.
See other GE Vines

8. Things To Know
Wine & Spirits Limitations
Vine requires anyone who downloads
the app to be 17 or older, but currently,
there are no stats on age and
demographics of it‟s users, and no 21+
age gates, which will prevent many wine
and spirits companies from participating.
However, some alcohol brands are
experimenting nonetheless.
iPhone Only
Vine is currently only available to iPhone
and iPad users.
Usage Numbers
In it‟s third weekend, there were 113,897
Vines posted to Twitter.

9. Early Observations
Vine vs. Twitter
Vine is its own social network, with its own profiles, connections, and engagement
opportunities. It remains to be seen if Vine will continue down this path of
independence, or eventually integrate fully as a feature into the Twitter ecosystem.
The Vine Continues to Grow
Vine continues to grow and add users. While actual user-data is not available,
according to AppData, Vine is the number one social networking app, and is the
number one free application in the Apple App Store.
What’s Next?
Right now, all types of people and companies are using Vine. It is especially popular
with brands that are already very active on other platforms. Other video sharing apps
like Socialcam continue to report high active users, so it remains to be seen what, if
any effect this will have on consumer usage of video.

10. Thank You!
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