From comedy festivals to behind-the-scenes moments in TV, sports, and movies, Vine appears to be a hit among marketers and consumers. Although integrating new social tools into your strategy should be done strategically, new data suggests that Vine’s early adopters have made the right call.
Collecting data from over 10 million Vines during a one-month period, the video technology company Unruly found that branded Vines are four times more likely to be shared than branded online videos. It’s possible that Vine’s six-second limit has something to do with that, as the content is easily digestible and sharable.
The company also found that on average, five Vine videos are shared on Twitter every second with the most activity occurring between the hours of 10 and 11 AM EDT. But if you’re looking for the best time to share your six-second masterpiece, consider holding off until Saturday. According to the study, weekends are more popular than all of the weekdays combined.
“This data can really help brands determine a strategy for using Vine in their marketing efforts,” said Matt Cooke, CTO and co-founder of Unruly. “Vine is being used in a very complimentary way to Twitter, with the six-second video becoming the ‘ad,’ much like the 140-character tweet.”
Out of the 10 million Vines studied, only 433 had more than 500 tweets, 176 had over 1,000 tweets, and just 51 had more than 2,000 tweets. The number one Vine (shared by a member of One Direction) received close to 48,000 retweets, while the 100th most popular (shared by an actor on Glee) had just over 1,400 retweets.
There’s a big opportunity here for brands to get creative, but before you start recording any and everything, consider this advice from Cooke: “… advertisers need to remember the fundamentals of why people share videos, short or long. First, they need to elicit an emotional reaction from their audience, and secondly they need to give their consumers a reason to share.”
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.