Unruly, which has just launched what it claims is the first end-to-end social video product set for Vine, said too many brands currently using the Twitter-owned video-sharing app are blinkered by its six-second video length limit.
According to Barney Worfolk-Smith, Unruly's head of creative solutions, this can lead to one of two common mistakes.
He said: "People are either being overly ambitious about what they're trying to pack in to a single six-second clip, or they're going the other way and underestimating what creativity can do in six seconds and just filming a static object.
"If you try to fit too much in then you run into problems with pacing, but if you put too little effort in it's not engaging – a lot of people are struggling to harness the benefits of this new medium, but any brand can use it. Some people say the six seconds is a constraint, but it's not. You just have to be picky and clear about what you're trying to convey – the only limit is the creativity."
Worfolk-Smith cited Burberry, Samsung and Weetabix as three examples of brands that have understood how to use Vine. Samsung in particular managed to hijack the announcement that Vine was available on Android phones.
Sarah Wood, Unruly's chief operating officer and co-founder, said: "Because it's such a short medium, it forces clarity of thought and execution and while it might only be six seconds, it leads into a wider eco system of social content.
"Ideally, your Vine content strategy should be part of your broader social video strategy. There's such a proliferation of video content at the moment, with Vine and Instagram leading into longer form videos online and on TV, and that enables brands to reach consumers at different times of the day, on different devices, in different environments and when they're in different mindsets."
Meanwhile, London-based start-up Rockpack has become the latest entrant to the social video scene, with a free, eponymous video-curation app that collates YouTube video content by categories including film, food, music and style and presents it in an easily accessible format.
Rockpack's launch partners include Asos and Topshop, whose chief marketing officer Justin Cooke said: "I can't think of a product in the marketplace that makes keeping, sharing and accessing your favourite videos more effortless."