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Vine & Ski Resorts: Six Seconds of What Exactly?

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Typically, a new video-sharing app doesn’t get much press. When the creator is Twitter, however, that changes.

Vine is described as a way to “create short, beautiful, looping videos.” While I think “beautiful” is certainly a stretch, it isn’t the first mini-video-creation tool for the smartphone, but it is the most recent and the most buzzed, so let’s take a closer look at both the concept and the idea and the app.

Six Seconds of…
So far, about a half-dozen resorts have taken Vine for a test drive. Here are some of the first from BMBW, PCMR, and Sun Valley:

At 6 seconds long, Vine doesn’t give the creator much time to work with, but perhaps it’s this “140 characters”-esque limit that helps remove fluff, similar to Twitter’s model. Unlike another recent app, Lightt, Vine uses actual video clips.

What It’s Good At
I see it as a solid way to make simple timelapse style edits, showing how things change (snow piling up on a railing, someone crashing on a trick twice before landing it, etc.) where a photo may not convey the full meaning of the situation (like how hard it is snowing).

What It’s Not So Good At
I don’t think it does much of a job at telling a story. A photo lets you imagine the movement, a video shows the movement to tell a deeper narrative. Somewhere in between the two, I’m just not sure what to do with this style of content.

Honestly, I think it stinks at being enjoyable to watch. As the use of the technology matures it will improve (just like we’ve adapted to character limits on Twitter), but right now, I’m yet to see one that tells a better story than a single photo would to merit the extra time spent creating it.

What do you think? Winner or dud for resort content creation?

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.

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