Branded Vine Videos Four Times More Likely To Be Shared Than Other Branded Videos, Study Says
Viral video technology company Unruly has released a list of startling Vine metrics from a recent analytical study they conducted between March 22nd and April 22nd, the most noticeable of which is that branded Vine videos are four times more likely to be shared than other branded videos. The results of the research also include details of the top 100 most shared Vine videos on Twitter, with a video entitled “Emos getting ready” captured by One Direction’s Harry Styles taking the top spot with over 47,000 views.
Unruly’s researchers collated data from over 10 million Vines over a 1 month period. They discovered that not only are branded Vines 4 times more likely to be shared than any other video – of the top 100 Vines, 4 are branded, compared to just 1 of the Unruly Viral Video Chart Top 100 Most Shared Videos – but also that tweets containing Vine links are shared an average of 5 times a second on Twitter.
Most Vines are shared over the weekend – in fact, more Vines are shared on Saturday and Sunday than the rest of the week combined – while 10-11am EDT is the hour when the most tweets containing Vines are shared. The largest number of Vine tweets over the month-long study was recorded on April 15th between 3pm and 4pm EDT, just after the Boston Marathon bombings.
Undoubtedly, Vine videos have the potential to become a huge marketing resource for brands – in fact, it is surprising that this potential has not been realised by many brands already. however, due to the limits of their 6-second format, it is of the upmost importance that Vines contain high quality content with visible branding in order to successfully promote a company. Companies, therefore, need to be creative in order to leverage the Vine video format to the best of their potential. In a statement in the study’s announcement article, Unruly co-founder and CTO Matt Cooke emphasises the opportunity for, as well as the importance of, creativity:
Vine is only going to get more popular, especially considering that the app is yet to be released on Android, hence denying the app to over half of its potential market. Brands need to start experimenting with Vine now to work out how to use the app to best promote their business.
Do you think companies are using Vine to its full potential?
Contact us on Twitter, on Facebook, or leave your comments below.
Will Sigsworth
Follow us @SocialMediaF & @WillAtSMF
Or go to our Facebook page.
Unruly’s researchers collated data from over 10 million Vines over a 1 month period. They discovered that not only are branded Vines 4 times more likely to be shared than any other video – of the top 100 Vines, 4 are branded, compared to just 1 of the Unruly Viral Video Chart Top 100 Most Shared Videos – but also that tweets containing Vine links are shared an average of 5 times a second on Twitter.
brandingmagazine.com
Most Vines are shared over the weekend – in fact, more Vines are shared on Saturday and Sunday than the rest of the week combined – while 10-11am EDT is the hour when the most tweets containing Vines are shared. The largest number of Vine tweets over the month-long study was recorded on April 15th between 3pm and 4pm EDT, just after the Boston Marathon bombings.
Undoubtedly, Vine videos have the potential to become a huge marketing resource for brands – in fact, it is surprising that this potential has not been realised by many brands already. however, due to the limits of their 6-second format, it is of the upmost importance that Vines contain high quality content with visible branding in order to successfully promote a company. Companies, therefore, need to be creative in order to leverage the Vine video format to the best of their potential. In a statement in the study’s announcement article, Unruly co-founder and CTO Matt Cooke emphasises the opportunity for, as well as the importance of, creativity:
This data can really help brands determine a strategy for using Vine in their marketing efforts. We have already seen brands like General Electric, adidas, AT&T, Volvo, Pepsi-Co and GAP adapt to the platform. Vine is being used in a very complementary way to Twitter, with the 6-second video becoming the ‘ad’, much like the 140-character tweet.
Vine sharing is really starting to take off. In just over 100 days, we are already seeing 5 Vine videos being shared every second. There is a massive opportunity here for brands to get really creative with this 6-second sensation, either to grab people’s attention quickly or as part of a much larger content marketing strategy.
However, 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.The top five most retweeted Vines were:
- Harry Styles’ “Emo’s getting ready”, with 47,894 retweets
- Doug’s “Boston Marathon News”, with 39,546 retweets
- Harry Styles’ (again!) “Running and getting swooped at”, with 33,757 retweets
- Lou Teasdale’s “Clickin clubbing”, with 25,146 retweets
- TylerTheCreator “SIKE!!!!!”, with 16,708 retweets – TylerTheCreator also occupied the 6th spot.
Vine is only going to get more popular, especially considering that the app is yet to be released on Android, hence denying the app to over half of its potential market. Brands need to start experimenting with Vine now to work out how to use the app to best promote their business.
Do you think companies are using Vine to its full potential?
Contact us on Twitter, on Facebook, or leave your comments below.
Will Sigsworth
Follow us @SocialMediaF & @WillAtSMF
Or go to our Facebook page.
Branded Vine Videos Four Times More Likely To Be Shared Than Other Branded Videos, Study Says
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Tuesday, May 14, 2013
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Reviewed by Anonymous
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Tuesday, May 14, 2013
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Anonymous
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