​Video marketing professionals might benefit from Vine's new embedding feature.

​When Twitter released its video-sharing application Vine, content marketers wondered if the network would have an impact on media consumption. Brands have found creative ways to use Vine as a video marketing solution, but its limited features have also prevented growth and wider adoption.

Fortunately, Vine has begun to introduce new functions that encourage social sharing. In its latest change, the Vine iOS app now includes embed codes for video clips. This will allow users to share other users’ videos on sites like Facebook and Twitter, and brands can publish promotional content to take advantage of this new feature.

While social sharing options have existed for personal clips, the update allows businesses to publish promotional content to their Vine accounts and develop unique campaigns, social media marketing contests and answer pressing FAQs or customer concerns via video.​.​ While this doesn’t mean Vine is the end-all be-all of video marketing, it does offer a unique avenue for brands looking to enhance their social marketing efforts. To access this feature, click the ellipse button and select “Share this post.”

The makers of Vine also factored in user privacy when designing the new embed feature. The sharing options available to other users are solely depended on how the video creator has distributed the video. For example, if a user has shared a clip on Facebook, others can publish the video to Facebook, but not on Twitter.

Social media marketing professionals may glean more value from Vine and better use the application to complement their video content creation efforts now that the clips can thrive on a platform beyond YouTube. Vine may have flown under the radar during its first few months of infancy, but the network shows promise, and brands cannot afford to overlook it entirely. ​Content creators interested in video content production should keep abreast of Vine’s new features as they may help promote media to social users and increase social conversions. ​

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.