Is Twitter’s Vine app a blessing or a curse?

freeimage-5528941Twitter’s Vine app, which allows users to upload brief six second videos, was only launched at the end of January, but has already inspired a wealth of creative clips from big name brands like Gap, Malibu and ASOS. However, whilst some companies are clearly seeing Vine as a blessing for their business, overall it garnered a surprisingly mixed reception from critics, with some naysayers declaring that it’s more hassle than it’s worth.

Linda Boff, executive director of global brand marketing at General Electric, is a Vine advocate – her company was one of the first companies to jump on the Vine bandwagon. “Vine is a natural complement to Twitter – it’s creative storytelling driven by constraint,” she explained. “We’ve seen strong organic engagement and we love that it delivers on what the internet increasingly wants – mobile-first, stream-based, visual storytelling.”

Boff identifies on two key trends that the Vine experience has seized upon – firstly, the growing prevalence of mobile devices amongst consumers, and secondly, the rising demand for visual based content, as evidenced by other social media sites such as Pinterest and Instagram. However, those on the other side of the spectrum see Vine as an unwelcome addition to an already crowded marketplace. One digital marketing agency chief, who spoke anonymously to the Financial Times, said that Vine simply created “another headache, another cost” for brands that are struggling to cope with the vast range of digital marketing mediums that are already available.

Only time will tell how successful Vine will truly be, and for now, it seems the jury is out amongst industry experts too. What do you think – will you be adding Vine to your marketing mix immediately, or keeping an eye on it as it grows?