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 10th, so if there was a PR mandate might have been met. However, if Revlon was serious about this (one update since June 20th suggests that it isn’t), Revlon could have created content that is of interest to their users: it doesn’t necessarily have to have anything to do with the brand itself. As an example, check out what Virgin is doing with Native Advertising on Buzzfeed. Their content is fun and interesting, as is MTV India’s attempt at Vine. Even if Revlon did want to do something that is related to their brand, they could have offered tips and tricks in the form of six second updates. That reaches out to the target audience better, is engaging and something that users might want to subscribe to.
A six second ad, once in two months is a failed attempt at being social.
P.s.: Worth noting that Revlon India has a verified account on Vine.