As the use of visual content increases in importance to SEO and engagement, a social media heavyweight has added video to its repertoire.

Vine is a new social media venture from the team behind Twitter. Currently exclusive to the iOS platform, it is an app that lets users record six seconds’ worth of video which can be shared with the world via a Twitter feed.

As with the 140 character limit on Twitter, Vine’s content restriction demands succinct and creative posts, with several pioneers on the platform already making waves with their self-shot clips.

Since its debut on January 24, Vine has endured some early teething problems, with adult content flooding channels early on. An embarrassing “human error” saw an explicit clip given prominence as the ‘Editor’s Pick’ within a week of Vine’s launch, and the software has since been given a 17+ age rating on the Apple app store, having previously been rated suitable for 12-year-olds.

Users also complained about problems with the software’s usability, but as the app matures and reaches other operating systems, Vine is sure to provide a wealth of unique opportunities to all branches of business.

Here are a few examples of how companies are using Vine to engage with their customers.

See it with your own Vines

Here’s a tempting post from Cadbury showing off their Valentine’s-themed box of chocolates.

Cadbury Vine

It’s in your jeans

US clothing company GAP have created an eye-catching Vine post to show the evolution of their flagship 1969 jeans. A great example of content marketing, GAP manages to cram more than 40 years of heritage into just six seconds.

GAP Vine

A Vine idea to draw followers

Just as an eye-catching advert can get people talking, as Vine matures, the cream of the crop will rise to the top, driving traffic and followers to the most creative users. Filming something unique and interesting is sure to get other Twitter users talking and sharing. This stop-motion Spanish Toyota post is a prime example.

Spanish Toyota Vine

Vine of the Day

Premier League football clubs have also got on board, and while footage from Arsenal’s laundry room is closer to a 0-0 snoozefest than a 4-3 thriller, Vine does give footy fans a glimpse behind the scenes of their favourite clubs. Leading the way are the social media savvy team at Manchester City, who have already racked up 22 Vine posts.

The traditionally busy transfer deadline day also came at an opportune time for Vine, allowing the clubs to show off their new recruits. Here’s QPR new-boy Christopher Samba on duty at Loftus Road.

Queens Park Rangers Vine