Vine videos are the talk of Twitter now, but is anyone looking at the data? Do they hold any value for brands looking to market to their audience? Is YouTube a better bet for the allocation of brand resources?
Let’s look at some numbers. A recent study by Unruly found:
Collecting data from over 10 million Vines during a one-month period, it found that:
- Out of the 10 million Vines sampled, only 433 had more than 500 retweets, 176 had over 1,000 retweets and just 51 had more than 2,000 retweets;
- The number one Vine tracked over the period had 47,000 tweets, while the 100th most shared Vine video had 1,400 (see link below for top 100).
Those are jaw dropping numbers are they? Seriously, only 51 out of 10 million Vines had more than 2,000 retweets. That tells me that a lot of people are pushing content out, but only a fraction of people valued said content.
Then, you’d have to take into account the lifespan of the Vine video. 30-45 minutes after it’s posted, it’s lost somewhere in the Twittersphere. This blog post will last long beyond any memory of the average Vine video.
On the other hand, the YouTube video you see above will probably be seen by 5,000 to 10,000 people in the next 48-72 hours or so and live here, on Google+, Facebook, and of course on YouTube. A Vine video doesn’t afford a brand that kind of long-standing opportunity.
So what should brands do? Play with Vine videos. Let your audience see that your hip, cool and trendy. But for the time being, keep building video content on YouTube. Develop your audience. An audience that wants to be a part of your community. An audience that looks forward to your content.
If you have a rabid audience on Twitter, then by all means. Post some 6 second fun videos. But if you want your content to “live” and have legs on multiple platforms, stick to YouTube.
Here’s what’s been in the news lately about Vine videos:
Marvel Releases Vine of New TV Series Online Casino Archives, on Sat, 18 May 2013 08:46:14 -0700
It is remarkable how brands are managing to reduce full trailers, some of which can last up to three minutes, into a six-second Vine video. Recently the producers of the new Wolverine film released a Vine teaser which showed loads of action if very …
Microsoft shows Internet Explorer can be cool using Vine – Tech2 Tech2, on Fri, 17 May 2013 23:32:15 -0700
Guess who’s been using Vine to promote its products? Microsoft has taken to Vine in order to come up with fun six second videos to make the browser more popular amongst the newer generation. Calling the campaign “The browser you loved to hate”, …
Teletubbies Say Eh-Oh, Vine Says Oh, Yes! TechNewsDaily, on Fri, 17 May 2013 14:27:45 -0700
Eh-oh, Teletubbies are making a comeback on Vine, Twitter’s 6-second video-looping platform. And forget the tuba-tooting theme song of the original show, these Tubbies move to hip-hop. The updated Teletubbies loops are the creation of Bruce Devlin, …
Cramer Quick Take: Learning About Vine TheStreet.com, on Fri, 17 May 2013 09:39:52 -0700
Vine, which was acquired by Twitter in October 2012, is an app that allows users to share 6-second videos with their smartphones. It’s the video equivalent of Twitter, which allows users to post 140 characters of text at a time to quickly interact with …
Watch a Forbidden Love Affair Between a Cat and a Raccoon
I’ve been having so much fun on Vine lately — who knew you could dig six-second video clips so much? Because Vine is still such a small community, it’s really easy to discover and connect with other cat lovers. Which is exactly how I discovered Weekly …
Dunkin’ Donuts Hops on Twitter’s Vine for Latest Campaign ClickZ, on Fri, 17 May 2013 06:14:43 -0700
The Dunkin’ Donuts contest will see customers post Vine videos that show how Dunkin’ Donuts Iced Coffee puts pep in their step. To submit a video, users need to post a six-second Vine video to Twitter with the hashtag #iceDD. Vine is a video-sharing …
Travel Vines of the Week: Food San Francisco Chronicle (blog), on Fri, 17 May 2013 06:06:03 -0700
Food, video, vine, travel Hungry? Even hungrier for food from other places and cultures? Today’s menu includes food-related 6-Second Postcards from from Latvia, Korea, Malaysia, Las Vegas (yeah, really) and Rome. Here are our picks for Travel Vines of …