It will be a while, I imagine before brands will be familiar with and comfortable using Vine. Unlike Instagram you can’t upload ready made videos, so it’s more restrictive and reliant on having someone on board who’s handy with the app and creative with a camera. Also the six second time limit is a challenge in itself. Instagram is much more marketeer-friendly with 15 seconds.
How and ever, it’s interesting to look at best practise examples and Social Media Examiner have a great article on the way businesses are using it. And the ever-excellent Hubspot blog has another suite of examples here.