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Revlon India Gets It Wrong With Its Attempt At Vine

Revlon India is now on Vine, the Twitter owned platform which allows users to publish six second long animated-gif like videos. We received a press release about this on August 22nd 2013, and I just checked Revlon India's Vine account to see what they've done. Here's some feedback for Revlon India: 1. You need to update your account: At present, the Revlon India account only has one Vine. 2. You need to update frequently: This Vine was posted as long ago as June 20th 2013. There has been no update since. Vine, like Twitter, has a reverse chronological time-line approach, which means that for users, the latest Vine update will be shown. If I'm following 30 people, who are updating frequently, this Vine update will be so far behind that it doesn't matter if it even exists. Revlon needs to update more often. 3. You need to be interesting enough to follow: Revlon's six second Vine is an advertisement. Who, apart from advertising buffs, would want to follow an account that is updating only with an ad? 8 people, it seems. Mostly, people will follow brands if what they are updating with is interesting and fun, and lets face it, these ads, even if you are subjected to them for just six seconds, are not fun. So, it isn't surprising that Revlon only got 8 followers on Vine, over a two month period. After it went up, two sites wrote about it: FirstPost on July 2nd and LightHouse Insights on July…

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Written By

Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

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