Intwine Marketing has had the enjoyment of working with a variety of clients on a multitude of projects.
Nostalgia can create an instant bond with customers, especially if they already have a long shared history with a brand or business.
Sometimes it’s hard to demonstrate what your business does in just 6 second Vine marketing videos.
Annie Pilon is a Senior Staff Writer for Small Business Trends, covering entrepreneur profiles, interviews, feature stories, community news and in-depth, expert-based guides. Video gives you more opportunities to expand your brand by gaining it visibility and establishing credibility within your niche. Founded in 2003, Small Business Trends is an award-winning online publication for small business owners, entrepreneurs and the people who interact with them. Together with hundreds of expert contributors, Small Business Trends brings you the news, advice and resources you need.
If you're a business trying to navigate the murky waters of your favourite social media watering hole you will know that what worked well yesterday is not necessarily an indication of what will work today. A little algorithm update from your favourite social media network and you feel like you have to go back to the drawing board with your strategy. Fortunately I'm here to tell you that in following this one key principle, even when the goal posts move, the game doesn't change. It does of course pay to stay abreast of the latest social media updates so you can make the most of new functionality that comes onto the scene. As a general rule though, as long as you're creating content that is unique to each social media channel and you're speaking in a language that resonates with the tribe on that platform, you're setting yourself up for social media marketing success.
So to give you the tools you need to cut through with your content marketing and develop messages that truly resonate with your audiences on each platform it is vital to understand how people use each platform and what makes each of the channels different. There are of course some elements that vary from industry to industry but generally speaking, there are some key things that differentiate one platform from another. To get the most out of your social media community, the key is to understand these key differentiators and to let them guide the development of your content strategy. It is important to note that in addition to understanding the personas for each platform, it's also important to consider channel specific statistics such as device usage, frequency of use and the demographics of the platform users as these too should align with your target market. Fran is here for news mostly: Staying updated on everyone's lives, brand announcements, the actual news on what's happening in the world and other things that are important to her like when her friends get engaged or get a new puppy. If (and only if) he is really engaged by something, he will involve more fingers to type a comment (not as often though - it just isn't as easy to have a discussion when you're typing on a keyboard smaller than a credit card). Iain wakes up in the morning and turns to Instagram to make sure he "gets out on the right side of the bed".
Iain follows some of his friends on Instagram but doesn't feel obliged to follow "what's-his-name" from kindergarten like he sometimes does on Facebook. Penny uses Pinterest to pass time, but also as a visual "search engine" that shows her only the good stuff (after all, who is going to "pin" bad content? Penny uses Pinterest to look for design ideas, recipes, fashion inspiration, gifts, decorating and even valuable resources (printables and worksheets mainly - they're just so useful). If you're selling a product: Know that Penny is way way way back at the beginning of the sales funnel (and most likely a long path to purchase exists).
It's all about creating really valuable content, optimising your images to be big, bold and beautiful and getting your "Pinterest SEO" on to make sure you're in the running to appear when Penny's searching for those resources. Tyrone is all about wanting to participate in the conversation and like Fran, stay up to date with what's happening.
He might check Twitter once per day (sometimes only every couple of days) to see what's happening in the world (news) or consume content form his carefully curated feed. Use Twitter to share articles, short facts and quotes with the relevant industry hashtags so Tyrone can find you.
If you're a B2B business trying to engage Lucy, your best bet is to create a LinkedIn Company Page and to post industry updates and news as content from this page. If you're trying to network with other businesses, bloggers or brands, LinkedIn is a great tool for doing so! In 2016 the best social media marketing strategy you can possibly arm yourself with, is the one that focuses on not just the message you're trying to get across, but how the people on each platform like to receive messages.


What I can say is, gone are the days where "mirroring" content across multiple platforms will continue to work. After all, if someone follows you on Facebook, why would they follow you anywhere else if you're not saying anything new? Our portfolio includes a selection of the final pieces that were a result of the collaberation between Intwine Marketing and our clients. Vine creates an opportunity to use video, the most popular content on the Web, in a very unique way.
While the short video can make a powerful impression, it also requires you to boil down your marketing message to just a few seconds. Check out the examples below to see how successful brands have leveraged marketing on Vine to create a powerful message to customers that can’t be ignored. Watch as Volkswagon uses this technique by sharing the story of a 1955 Beatle that traveled the world 3 times and is still going strong — all in just 6 seconds.
Here Virgin Mobile takes a silly look at the possible downsides of really great network coverage, especially for those carrying heavy objects.
For Bacardi UK, a well-known brand for alcoholic beverages, what could be more natural than a 6 second step by step drink recipe? Nordstrom, for example, created a very memorable image that also played off of mobile and Vine too.
Watch as Lowes shares a quick tip for dealing with a stripped screw with a common household object. GE, known for technical innovations, used Vine to share a simple science experiment that creates a cool visual and can be easily replicated with just a few supplies. This quick stop-motion Vine showed off some of the things that people could keep in one of the Gap’s leather stripe totes. American Apparel gave Vine users a peek into its manufacturing process for some of its made-in-America shoes. With a new mobile shopping app, fashion brand NETAPORTER shared a Vine clip detailing how the app works and how easy it can be to shop. This stop-motion video shows off some of the capabilities of Samsung’s phones and apps while appealing visually to viewers. Internet Explorer created these animated characters to add some fun to its message while also highlighting some of the browser’s newer features. Watch as Progressive shows viewers an abbreviated commercial where it shares a social media hashtag for one of its more recent promotions. And because creating and distributing a video is free, it’s well in the reach of the most budget strapped entrepreneur. When she’s not writing she can be found on her personal blog Wattlebird, and exploring all that her home state of Michigan has to offer.
Build a good video marketing strategy should be one of your goals if you want to target a wider audience. I get to know the names of the fictional characters I create which helps me to always stay clear on who I am targeting: "OK this post is for Penny. Her news feed is filled with content from pages, groups and of course ads and in amongst all of that she is scanning to find the most relevant and interesting pieces of content from her friends that keep her relevant and connected in her circles. Widely used within her age group and not really skewed so much by gender, most of the time if Fran is searching to "friend" someone on Facebook, she will find them. His stream is filled with uplifting quotes, inspiring breakfast recipes and motivational images of people working out. Her virtual "pin board" is full of things she wants, things that inspire her and things that motivate her. She might be interested in a friends pins, but only if she knows "offline" that her and that friend have quite a lot in common. Whether it's furniture, wedding gowns, carpet, that designer handbag or that dream holiday; Be prepared to do some of the hard work now with your content strategy to reap the rewards later. He will "follow" people who are influential in industries he works in and will use Twitter as a sort of "RSS Feed" to stay updated with relevant blogs and articles about this industry. Whether he is looking for industry based hashtags that help to pull together relevant content or deliberately searching for you so he can Tweet you about a customer service issue, he will find you.


If you're thinking of opening a Twitter account, you have to look at it like it's another phone line installed at the office - if it rings, you need to be there to pick it up.
He feels comfortable following and engaging with his colleages because unlike Facebook (which makes it possible, but not easy), he can be really particular about "who he shares what with who". Not quite as professionally as he would on LinkedIn, but more much more professionally than on Facebook.
It's a great place for her to showcase her past work experience, education and skill set to any potential employers. If you want to take it one step further, you could consider creating a LinkedIn group around a topic area that might interest Lucy and her peers to facilitate conversation.
These guidelines are just that, however it is recommended that all content is tested and optimised over time for best results on your social media channels. Commencing her career in agency and later moving to head up Social Media Marketing for one of the world's largest quick service restaurants, Kate has vast experience working with businesses across the SME and corporate space.
It combines video with another powerful force in online marketing, social media, by making it short, versatile and very easy to share. Instead, the company showed off some of its branded T-shirts and a brief shot of its well-known co-founder.
Taking a video of the company made it appear a series of Vine users were literally passing Nordstrom merchandise from screen to screen.
Particularly local restaurants, fashion brands he loves, food bloggers and other "social media influencers". She wants to be able to find them later, when she is ready to consume the content or buy the product (but a lot of the time, that isn't "right now" when she is browsing, she likes to keep browsing. Instead, Penny uses Pinterest to follow and connect with like-minded people from around the world. It only takes one influential Pinner like Penny to "repin" your content and you'll hit the traffic jackpot. It's for this reason that Vine is best used to create short tips, recipe creations and light-hearted engaging content pieces built to entertain. He will follow all of his favourite geek idols who also have a Google Plus presence, will belong to a few communities and get really excited when he's invited to a live hangout. In addition, Lucy uses LinkedIn to keep abreast of news in the industry in which she operates. Instagram is about showing your authentic self, and Iain can smell inauthenticity from a mile away. She doesn't really use the "comments" system that's available, but she will "follow" and "repin" images from users she connects with.
She loves to make other people laugh and Vine is a great way for her to reach a new audience, be silly and be herself in a space where creativity and individuality is celebrated.
Use Vine to build top of mind awareness rather than using it as a primary platform to tell your brand story. She also uses it as a way to network and build relationships with her peers and find new job opportunities.
These are some of the questions I will ask myself while developing a content strategy for my clients. What is it that you can offer the world to make them feel the way Iain does when he uses Instagram?
An image of you being "human" having a great day and wanting to share something special with the world? Could you share a delicious recipe that might inspire Iain to check out your blog and make your recipe for dinner?



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