An article on Mashable, Vine Releases Private Messaging Feature, talks about the new feature Vine rolled out in the update released today. Users will now be able to send video and text messages to one another through the vine app as well as record video messages, add text, and send to people in the vine network and phone’s contact list much like their competitor Snapchat.
Before the update if users wanted to share a post with their friends their only option was to tag other users in the comments section. The new update allows users to share their favorite vines directly with a friend and talk about it in a private message.
These recent changes were a step in the right direction for the 6 second video network. The updates were responsive to users behaviors and improved the functionality of the platform by adding useful features and improving experience. Secondly, it made Vine more competitive by adding features their competitors like Instagram and Snapchat were already using. After losing out on instagram to Facebook, Twitter is making headway as the parent company of Vine. Now the social media giants both have popular personal media sharing apps in their tool belts.
As a marketing tool it is difficult to assess the impact of private messaging features on effectiveness. Social media platforms are crazy about private messaging and although companies want to be intimate with their customers and establish connections it is easy to go to far when using private messaging features such as the one Vine rolled out. It would be interesting to see if companies create contests in which they private message clues or coupon prizes. Thoughts?