Branded Vine videos ‘4 times more likely to be shared than standard videos’
May 21, 2013
Twitter’s 6 second video platform Vine is becoming a hot new channel for marketers, according to new research from Unruly media.
According to a new study from the video technology company, five Vine videos are shared on Twitter every second. The report comes just 100 days after the platform was bought by Twitter.
Using data collected from Unruly’s new Vine app, the study also found that branded Vines are four times more likely to be shared than branded online videos and that, generally, more Vine tweets occur during the weekend than all of the weekdays combined.
Collecting data from over 10 million Vines during a one-month period, it found that:
• On average, 5 tweets per second contained a Vine link;
• Weekends are the most popular time to share Vines. In fact, in most cases, they are more popular than all the previous weekdays combined;
• Branded content accounts for 4% of the Top 100 tracked Vines (in comparison, only 1% of content is branded in the Unruly Viral Video Chart Top 100 Most Shared Videos);
• Between 10-11 am EDT is when most Vine activity occurs;
• Out of the 10 million Vines sampled, only 433 had more than 500 tweets, 176 had over 1,000 tweets and just 51 had more than 2,000 tweets;
• The largest number of Vine tweets during the sample period (19,667) was sent on Monday, April 15 at 3-4pm EDT – just after the Boston Marathon explosions;
• 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).
“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,” said Matt Cooke, CTO and co-founder at Unruly. “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.”
Top 20 Most Tweeted Vines
1 Harry Styles Emo's getting ready 47,894 http://vine.co/v/btBiEqQpgeU
2 Doug Boston Marathon news 39,546 http://vine.co/v/bFdt5uwg6JZ
3 Harry Styles Running and getting swooped at 33,757 http://vine.co/v/bUn7ddg2j9r
4 Lou Teasdale Clickin clubbing 25,146 http://vine.co/v/btbFIFKh9qX
5 TylerTheCreator SIKE!!!!! 16,708 http://vine.co/v/btXPeEhvpjL
6 TylerTheCreator Real Harlem Shake 12,573 http://vine.co/v/bDFIMdrr6BK
7 Mike Carroll FBI agent climbing 11,015 http://vine.co/v/bU6YvrOvnvx
8 Mike Lerner That's a lot of phones 7,515 http://vine.co/v/bUMaEpnnjLn
9 The Wolverine Movie Teaser 7,312 http://vine.co/v/bDExaiMjJ1F
10 Will Sasso I Will Always Love You 7,076 http://vine.co/v/bgep05eMY3l
11 Lou Teasdale Happy Birthday Tour 6,751 http://vine.co/v/bDMMiIjLVq0
12 Darren Criss Blaine/Darren 6,204 http://vine.co/v/bUXa5dq22HW
13 Wiz Khalifa Best mom ever 6,121 http://vine.co/v/bFqbzzH2zmD
14 Lou Teasdale Me and Niall tour bus 5,525 http://vine.co/v/bDbuFEZd1BX
15 Wiz Khalifa Im finna teleport 5,403 http://vine.co/v/btlIn0b067x
16 Uncle Blazer PSA 4,974 http://vine.co/v/bj17p6hiiv0
17 Darren Criss Principal’s office 4,629 http://vine.co/v/bTKiUUpZJFd
18 Darren Criss Blaine on tour 4,290 http://vine.co/v/bPF6rA5bjpL
19 Kellin Quinn Me getting naked 4,142 http://vine.co/v/bjj6erPUPEa
20 Marlo Meekins MarLo Meekins's post 3,972 http://vine.co/v/b623zdwVuJB
“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,” continued Cooke.
“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.”
About the Methodology
The data collected is from March 22, 2013 to April 22, 2013. Data was sourced from Twitter querying Vine links, and over 10 million Vines were collected by Unruly during the sample period. Data points were collected using Unruly’s proprietary technology, which powersUnruly Analytics and the Unruly Viral Video Chart.
To view the 100 Most Tweeted Vines, click here.
Unruly has also developed a Social Video Player plug-in that allows brand to integrate Vine into their current social video campaigns.
You can gain more insight into Twitter’s Vine app by downloading Unruly’s Guide For Brands On Vine here.