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I asked the same question of Dunkin' Donuts last year, and frankly it was an easy one to answer.
Dunkin’ Donuts has been doing excellent work since it landed on social six years ago, with great personal interaction on Twitter, mouth-watering video content on Vine and dangerously tempting images posted on Instagram.
It’s the end of June and therefore we can finally reveal the very best of mini-movie-masterpieces from the preceding four and a bit weeks.
We have everything here from 'sweded' Ghostbusters, yogurt cruelty and donuts, so many donuts. (and yes I will be spelling donuts like that throughout the article).
So buckle up for exactly 162 seconds of entertainment. Longer if you stop to linger over my semi-insightful blathering.
Here are January's best branded Vines, although I may have extended the remit to include a few from late December too, as is my right as the regular publisher of this round-up. The goal-posts keep changing. I’m just like Google!
Anyway, to add some context before the cavalcade of tiny entertainments begin, what’s the latest news from the world of Vine?
It’s been a big month. Vine launched a desktop site. Yes, the major social media network that has just celebrated its first birthday finally launched a desktop site. Is it any good? Just click on my post called 13 major UX flaws on social media sites to find out. I think you may be able to guess my opinion from the title.
So once again I'm rounding-up the best Vines of the month without the aid of a search field on the very social media network that I’m discussing. Fine!
Here we go:
Vine has introduced a new ‘sessions’ feature, which means you can now save up to 10 Vines for editing or adding footage to at a later date.
You can also play around with the timeline of individual saved Vines by reordering separate shots, which means the user can fix any mistakes in the recording process.
An earlier update introduced ghost, which allowed the user to check the composition of the frame by faintly superimposing the previous shot over the screen.
These updates only serve to make Vine more user-friendly and professional. The upshot is we’re likely to see much better quality Vines in the future, as users now have the ability to re-edit and polish their own work.
These improvements arrive shortly after Instagram added video functionality to its photography app. Some saw Instavid as having a major advantage over Vine – 15 second length, choice of cover photo, Instagram’s own selection of filters – but with Vine amassing 40m users in just nine months, Vine is still a viable playground for brands to exploit.
Let’s take a look at the most recent examples of branded Vines…
Despite the hullaballoo over the change in its terms and conditions, Instagram hasn’t yet folded under the weight of people stampeding for the exit.
And as with any social network that boasts million of users, brands have quickly moved in to try and use the platform as a way of extending their reach among consumers.
According to stats from Simply Measured more than half of the Interbrand 100 now uses Instagram, and we've previously looked at nine brands making great use of Instagram, plus one that isn't.
One of the most common tactics for starting conversations with users and driving up follower numbers is to hold a photo competition.