There’s a new mobile application out which allows users to create six second videos and share them through Twitter and Facebook. It’s called Vine and we think there are five ways charities can make the most of it.
Vine is currently the new kid on the block in the world of social media (for those with Apple products anyway). If you’re on Twitter then it’s likely you’ll have seen links cropping up in your timeline with people posting looped six second videos, but how can charities make the most of this app?
With many charities already closely monitoring their Facebook and Twitter channels to spur on donations, Vine may seem a natural extension. The short nature of the clips on Vine make them ideal for grabbing a potential donor’s attention so charities need to be refining their message to ensure viewers can understand what the organisation does and how they can help. Usually a call to action in a charity YouTube video or advert may last six seconds or so, which means creativity needs to be implemented with Vine’s time constraints. Barnardos have made a start and used the format to create an emotive clip to encourage donations although it would have been even better if it had directed to a donation process.
Vines can be used well to communicate basic information about the work that your charity does. This Vine from Tenovus uses four successive quick shots to present three statistics about their work before ending the loop with a shot celebrating their Mobile Cancer Support Unit’s fourth anniversary. It’s simple, but it clearly gets the information across to the viewer.
Another creative use of the format is this clip from Diabetes UK who summarise the four major symptoms of Type 1 diabetes. They make use of a hashtag #The4Ts which ties in with their offline advertising campaign showing how Vine can be used to enhance campaigns in other formats.
Interacting with donors
Asthma UK have been using Vine to encourage donors to create their own video responses about how they’d celebrate if a cure to asthma was found. The video clip promises a prize to the best celebration (potentially forming one of the first Vine competitions) whilst the Vine is also offering viewers an insight into the people behind the charity.
A more direct approach has been used again by Diabetes UK who’ve created a video personally thanking a Twitter follower for their donation. Although aimed at one user, the clip has been retweeted ten times and Diabetes UK’s array of Vines have given the charity a lot of attention in recent weeks.
Are you searching for a new employee or volunteer? Dogs Trust are leading the way when it comes to social recruiting with this quick, yet informative, Vine. The clip clearly directs viewers to the organisation’s jobs site where they can learn more about the roles available. Obviously you aren’t going to be able to include an entire job description in one Vine, but the format could help you let more people know that you are recruiting.
If you’re looking to involve your followers and donors in your use of Vine then perhaps you should be asking them to create their own Vines to support your work. You could ask fundraisers to post clips showing how they are raising funds or get them to create Vines of events they’ve attended. A search of the #charity and #fundraising tags on the app results in several clips that supporters have posted from fundraising galas and charity fashion shows. Involving your followers in this way means they are likely to share the content they’ve produced with their own audiences as well as yours.
Merlin has also been using the service to share the success of their Plumpy Nut challenge. Their short clip features a lot of different shots quickly filmed with the finger pressing recording system which offers a great insight into what the fundraising challenge was all about
There are lots of other charities currently testing the waters with Vine. Let us know your favourites in the comments below or drop us an email at firstname.lastname@example.org.