Since Twitter acquired Vine almost two years ago, not a lot has changed for the platform - you pretty much got what you signed up for with the first version; six second looping videos recorded on and directly uploaded from your phone.
On Wednesday of last week, Vine announced their new update which tech sites were quickly jumping on and touting as a game changer in the social space. Designed with the attention-span deficient generation of today in mind, Vine became an instant hit with young audiences all around the world, but failed to really take off with brands and businesses (with the exception of comedians - who continually found new ways to push the 6 second capacity to the limit). This all changed just a few days ago when Vine announced the new functions on the updated version of their platform, including time-lapse, ghost mode, undo, but the biggest development is the new 'import' button that allows you to upload a previously filmed piece of video content.
Vine posted the below video introducing the new camera features on their blog...
[vimeo 103853748 w=500 h=250]
To find out more about what the new features are and how to use them, click here for Mashable's guide.
No longer will Community Managers and Content Editors for brands be sat fumbling for hours with a makeshift steady-cam crane for their iphone, trying to film a stop-motion, 6 second video - now they will be able to import existing videos, edit them and share them with their Vine followers much more easily than before. And that's just the FMCG brands - working in film I know that this development will change the way in which entertainment brands use Vine in their social media campaigns moving forward, as the creative ideas we've been pitching for so long are actually now possible. We can create teaser Vine trailers and edit new content together to seed to Viners, finding a new way of engaging film audiences.
I worked on one of the UK's first national Vine brand campaign for Kids Company (when I worked at AMV BBDO) - although it was a great project to be part of, and a massive success, I can't help but think how much more creative we could have been if functionality (at the time) had allowed - everything from the sound effects to the end cards had to be captured in the shot.
More info on the project can be found here.