If you’re hoping to make a splash with your latest Vine video, you’re not alone. Just over a week has passed since it launched on Android, and already Vine has surpassed Instagram in its total daily shares on Twitter.
According to metrics provided by San Francisco-based Topsy, Vine has amassed 2.86 million shares on Twitter while Instagram has fallen a bit flat with only 2.17 million shares. The company also found that Vine was the fourth most downloaded app on Google Play, preceded by Facebook, Candy Crush Saga, and Pandora. Instagram was fifth.
And despite being available on iOS since January, Vine is currently the most popular free app in Apple’s App Store. As of today, Instagram comes in at number 17. This kind of traffic could be attributed to the fact that Vine is still fairly new, therefore drawing in audiences faster than Instagram, which has been available since 2010.
It’s also worth noting that Instagram’s refusal to integrate with Twitter Cards has made it slightly less convenient to use, likely contributing to its lower number of shares. Following the launch of web profiles, Instagram pulled support from Twitter, forcing your followers to click on a URL to view your photos instead of having them appear in stream.
This doesn’t mean that brands should ditch Instagram for Vine, however. The two services meet different needs, and can both co-exist in your marketing strategy. Although Instagram’s shares on Twitter are lower than Vine’s, they’re not nonexistent. Additionally, the photo-sharing app integrates nicely with Facebook, which recently added larger and more vibrant visuals to News Feeds.
Instead, look at this as an opportunity to get some feedback on the type of content that resonates with your audience on different social networks. If you find that your Instagram URLs are outperforming Vine videos on Twitter, don’t change a thing. But if you’re struggling to meet your goals on the microblogging platform, try mixing things up and experiment with Facebook.
This also serves as a good reminder that as long as Vine is viewed as the shiny new toy, it’s likely that Twitter will be over saturated with six-second video content. Make sure that what you’re sharing is unique so it stands out among all of the noise.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.