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Fresh off the Vine

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Have you heard of Twitter’s new video-sharing app? The service, which launched in January, has caught on like wildfire; just weeks after Vine’s debut, users posted more than 100,000 videos in one weekend.

Businesses of all shapes and sizes are experimenting with the new mobile service, which only allows six-second looped videos. Among the first to give it a whirl: Price Chopper Supermarkets. Early posts from the Northeast-based chain included videos showing how bagels are made in the store’s bakery and different Valentine’s Day bouquets.

Not every company makes bagels from scratch -- but if you can actually show how something is done in a way that’s quick and retainable, that’s a recipe for success, Price Chopper director of marketing and consumer insights Heidi Reale recently told Supermarket News. Reale, whose department handles all of the retailer’s social media channels, says the grocer started using Vine to tell fresh food stories, and envisions using the app to document community events in the future.

Vine’s video quality is decidedly not HD and the inability to edit videos gives content a rudimentary feel. Still, experts are upbeat about the amount of creativity they’ve seen thus far.

Reale says new content from Price Chopper will depend in part on what demographic ends up adopting Vine, though she anticipates the user base will be young. Despite early success, she is adopting a cautious tone about Vine. “We always get into the social media channels with a wait-and-see approach,” she said. “We’ve been pleasantly surprised with most of them so far, so we have high hopes for this.”

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