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It's the kind of moment that comes rarely, but tech journalists live for it: a service is launched with little fanfare and receives a sudden, energetic burst of genuine buzz. Developers start remixing it in all kinds of fascinating ways. It's supremely easy to use, and mobile, so we get hooked.

Many people are making use of key online video platforms like YouTube, Vimeo, Instagram, and Vine to market their businesses to large, global audiences. However, popularity can be a double-edged sword.

Vine is the new mobile app that enables users to create short videos and share them on social networking sites. For businesses, the micro video app offers creative challenges as well as promotional opportunities - as Rachel Miller explains.