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Brands Do Grow on Vines: Q-and-A with Photographer/Director Meagan Cignoli


February 27, 2014

Meagan Cignoli is a photographer, filmmaker, director and professional Vine creator, based in New York. She has worked with top brands, designers and publications and houses her work at ilovemeagan.com and @meagancignoli on Twitter.

She began using the mobile app Vine, owned by Twitter, to create and post six-second video clips to share and embed on social networking services.

Cignoli has worked with numerous clients on Vine campaigns. Her first was with BBDO for Lowe’s called the “Fix in Six” campaign, which featured a series of six-second home improvement videos that went viral and won an award at the 2013 Mashies.

Here, she shares advice for communicators on the growing medium:

How can communicators best harness Vine?

Vine is a community. The best way I can suggest to get involved is by making yourself known.

When I first started using Vine, right after I posted something, I would go through all the new Vines that were coming in and Like and comment on everything. Now that Vine has channels, it is a bit easier to browse through and find things you are interested in, but you can always search hashtags as well. When someone gives you a compliment, it is always a good idea to send back a thank you.

The more you throw yourself out there, the more you will gain in return. These people will become your friends and supporters, so you want to make sure you are giving back and not just taking all the time.

What should they take into consideration before deciding if this is the best platform?

The platform is mainly consumed by comedic Vines, but that doesn’t mean there isn’t room for anything else.

If you want to make a name for yourself on Vine, it is important to have your own voice. Find your niche and stick with it. The most successful people on Vine have a style and you can always tell when something is theirs.

People can also put a lot of time into their Vines, so knowing that you are committing to something is a good thing to have in mind.

How can users best plan and prepare a Vine since there isn’t a save function?

It depends how in-depth you want to go with your Vine. Some people may just think of things spontaneously, while others may make a shot list, and if you really want to go the extra mile, you could create a quick storyboard for yourself so you know what it will look like.

Although, with the newest version of Vine, you can save up to 10 Vines on the app and also edit your frames, which is a great feature for when you run out of time or need to come back to it later.

How can Vine help make a brand stand out?

Branded Vines can be helpful for companies because it’s a free advertisement. That said, a brand could still put a lot of money into the production of the Vine.

If a brand is using the app regularly, it also allows them to connect with a different audience that they may not reach otherwise.

The brands that stand out the most are the ones that give you something in return and aren’t just forcing you to see their brand. For example, Lowes has a #fixinsix campaign, which is what their whole campaign is based on. It allows a viewer to learn quick tips, while also enjoying artistic and cute short videos. This helps to make the brand memorable and increases their amount of exposure.

Was the transition from photo and video to Vine (on a mobile phone) an easy one for you — how did you decide to start using the platform?

The transition wasn’t very hard. It is really just like using a new camera. You just have to get used to it and learn all the techniques, so you can produce a quality video.

A friend of mine first introduced me to Vine and I wasn’t completely sure how I was going to use it. When I finally got a chance to play around with the app, I started to discover all the cool things you could do with it and that’s when I really decided to invest in the app.


Managing Editor Amy Jacques interviewed Meagan Cignoli for this piece.

 



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