Extra Credit Blog
As a student that is minoring in Public Relations and Advertising, as well as majoring in Communication, one statement I have frequently heard is that “you have to be at the top of your game.” This phrase translates to mean one has to be constantly up-to-date on the latest trends; you have to be in tune to the world and the field you find yourself in. The statement also translates to mean that as a P.R practitioner, you have to take the phrase “jack of all trades” literally because in order for you to be “on top your game,” you must be accustomed to the different traits and skills various aspects of p.r require. This is a concept that all the guest speakers that visited my Principles of Advertising class reiterated. This statement, “you have to be at the top of your game” also applies to the technologies and media platforms used in today’s world. This concept is one that is visited in an article written by Mark Renfree entitled “Brands are Abandoning Vine, But the Video App Isn’t Totally Useless.”
I remember when Vine, a short-form video sharing service where users can share six-second-long looping video clips, launched on January 24, 2013, there was a craze. People were excited because of the features Vine offered. By April 9, 2013, Vine became the most-downloaded free app from the Apple Mobile App Store; in the moment, Vine was on top of their game. Vine even threatened popular photo-sharing application Instagram that made Instagram add the additional feature of Instagram video on June 20, 2013. However, that was then and currently, Vine, according to Renfree, “has almost completely faded from the communicator’s arsenal…” I have noticed this because there are new applications and features being added to existing applications that are favored more. Example of these as Renfree mentions are “Snapchat and Periscope”; these applications are now at the top of their game. As an observer, and member of the Millennial Generation, my advice to the organizers and technicians of Vine is to review the current top applications, evaluate how their features differ from Vine’s and predict the next needed feature.