Welcome to our regular monthly round-up of all that’s tiny and branded.

No not Prince after accidentally wandering on to a cattle ranch, I’m talking about Vine. The home of six-second-long social video, where marketers try to make the most of a short running time with as much ingenuity as they can.

Here are the best of January 2015.

Converse

Some fairly disturbing sound-design, cleverly down-graded film stock and Ray Harryhausen style stop motion makes this a winner.

Western Digital

You probably shouldn’t watch this if you’re a tech-savvy parent. Frightening stuff.

Exxon Mobil

In which a multinational oil and gas company guilts you into turning your laptop off at night.

The Home Depot

A super simple and super effective Vine for a similarly simple and effective product.

Samsung Mobile US

Navigate your way around an 8-bit New York. Watch out for Donkey Kong at the top of that building.

Bathstore

A reasonable facsimile of Mark E. Smith.

HTC

Tapping into the core cat-loving demographic on Vine who can stare at this stuff for hours.

I’m including the next one as an example of why attention to detail is important. Perhaps if you’re going to show off a product’s sound, you should probably include some sound.

Intel

This is a very impressive bit of tech from Intel. I’m assuming those butterflies aren’t real, but if that’s not the case then maybe just skip ahead and phone the relevant authorities.

Bank of America

Worst cake ever. Come back with a Battenberg.

Duck Tape

Psh! Everyone knows it’s spelt duct tape.

National Lottery

Would Jessica Ennis or Mo Farah have had an unfair advantage if their bodies were ball-shaped? Only this Vine can answer that weird question.

Lenovo

Yep, you can use any pointy household object as a stylus with the Yoga Tablet 2. Hey watch what you’re doing with that thing.

Toyota

I don’t know about you but I feel like a Vine just isn’t a Vine unless it features some folksy acoustic guitar. I bet you £2 that I can find another by the end of this round-up.

Burt’s Bees

Told you I could find one. You owe me £2 now.

For more Vine goodies, check out this round-up of 2014’s 30 best Vines.

For best practice guidance, read how brands can be brilliant at Vine.

Christopher Ratcliff

Published 28 January, 2015 by Christopher Ratcliff

Christopher Ratcliff is the editor of Methods Unsound. He was the Deputy Editor of Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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Comments (3)

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Augie Ray, Director of Social Media Strategy at Prudential

I've noted (and commented before) that econsultancy, which used to focus on great data and hard analysis, has fallen into the habit of posting stuff that seems less vital (and as a result, I pay less and less attention to the emails I get).

This post is a good example. Why were these chosen other than someone said, "Hey, that's clever." Where's the brand impact? For that matter, where's the scale? The median number of revines of these videos is 19. 19! Median number of likes is just 194.

Each of these probably represent tens of thousands of dollars of costs to concept, produce, approve and post--for a median 19 shares?

I just have a hard time seeing the ROI or other marketing/brand benefits. What I'd like from econsultancy isn't a list of clever Vines but some great case studies on how Vine videos are (or are not) delivering financial, brand, digital or other results for brands.

over 3 years ago

Christopher Ratcliff

Christopher Ratcliff, Editor at Methods Unsound / Search Engine Watch

@Augie - the value in this post is in providing inspiration for marketers and creative types. We strongly believe in the correlation between creativity and brand success, and that marketers should continually challenge themselves in new areas and on new platforms, in order to grow. Not all social videos will produce instant ROI. But you can be sure that ROI is definitely in brand affinity, improving customer experience and ultimately customer lifetime value.

over 3 years ago

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Augie Ray, Director of Social Media Strategy at Prudential

Thanks Chrisopher. If I sound harsh, it's only because I used to find Econsultancy's email and data so spot-on perfect that it was one of the few newsletters to which I paid attention. This sort of post, to me at least, seems interesting and not vital. I can get "best Vines" or "cool Instagram" posts anywhere--Buzzfeed, my own Twitter feed, HuffPost, etc. What I can't get anywhere--and what I felt Econsultancy used to excel at--was finding great data and sharing it with insight.

Marketers could, in my opinion, use less "inspiration" and more focus on what is working and what isn't. If Vines do not drive ROI--and I see little reason to believe many brands are getting any serious return on their creative investment--then inspiring action on Vine seems less important than enlightening Marketers about Vine.

Sorry to be a grumpy old man, but I'd love to see Econsultancy offer data and insight that either validates or discounts the marketing investments on the platform.

over 3 years ago

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