Are Vine videos the next social media sensation for financial professionals?Article added by Amy McIlwain on April 3, 2014
Amy McIlwain

Amy McIlwain

Denver, CO

Joined: August 26, 2010

Lately, we’ve been getting a lot of inquiries from advisors about Vine videos: What are they; how do I use them; and should I be using them? While we constantly sing the praises of the social media trifecta (LinkedIn, Facebook and Twitter), Vine usually isn't the first tool we recommend for advisors. But, with social media heavyweights like @BillWinterberg and major enterprises like American Family Insurance using the newly popular Twitter app, it’s no wonder advisors have taken notice. Here, we’ll break down exactly what a Vine video is, how businesses are leveraging it to reach their marketing goals and if it’s a fit for your advisory firm.

What is it?

Vine is a mobile app that allows the user to create six-second looping video snippets with their mobile device. These videos can then be shared on Twitter and Facebook personal profiles (business pages are exempt from sharing). Vine videos are incredibly easy and don’t require you to be a professional videographer or editor to create them. All you have to do is simply tap the camera icon to start recording and then tap the video to stop and re-start the recording. To search Vine videos on Twitter for a specific topic, enter “vine.co” and then your keyword. For example, “vine.co investing.” When viewing Vine videos in your Twitter feed, simply click on the video to get it to stop the loop.

How are businesses using Vine?

Vine is the video equivalent of adding an image to your tweets. It’s a customized way to visually engage a viewer with your message. Much like other forms of social media, businesses are creatively using vine to:
  • Highlight new products and services
  • Tell a story about their brand
  • Offer behind-the-scenes office insight and personality
  • Get customers to connect with their company
How are financial services professionals using Vine? Illustrate a message: American Family Insurance (@AmFam) is constantly using the app to visually share simple messages and promote their content. Check out this vine with the note, “Caulking = $avings” used to illustrate a blog about home maintenance money saving tips.

Show your work: This portfolio manager from Chicago (@bbolan1) uses Vine videos on Twitter to show customers he’s hard at work managing his buy and hold recommendation service, Home Run Investor.

Promote an event: My personal favorite is Morningstar Advisor’s Vine campaign that they launched last June to “celebrate 25 years of sharing investing ideas and insight at the Morningstar Investment Conference.” They invited conference attendees to Tweet vine videos finishing the sentence, “Investing is….” The videos flew in attached to the conference’s hashtag, #MIC25. This is a great example of how to have your audience create content for you using this app. Check out Bill Winterberg’s (@BillWinterberg) creative response to the campaign challenge:



Is Vine right for you?

Because Vine is linked to Twitter, if you’re comfortable tweeting away and attaching images to your tweets, it isn’t a stretch as the next step for a social media savvy advisor. Those that are finding their creative flow with social media may enjoy the new opportunity for artistic inspiration that Vine provides. On the other hand, if you’re just starting up in the social media scene and still finding your feet, Vine isn’t something you should be concerned about learning. Focus on the basics of growing your network and engaging on LinkedIn, Facebook and Twitter. It’s critical that you walk before you run with social media. Once you get comfortable using these platforms, then you can start exploring different social media applications.

While it may not be for every advisor, Vine videos are proof of how much opportunity there is in the social media world for creatively connecting an entirely new audience with your brand.
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