Instagram video has landed, so where does this leave Vine?
June 26, 2013
On the face of it the arrival of Instagram video means bye bye Vine – but, Twitter’s video platform isn’t bowing out just yet.
Within the first eight hours of launching video on Instagram, the community shared more than a year’s worth of footage.
The news makes the sector very interesting because it will not only excite users, whether they’re Vine devotees or Instagram addicts, but also give brands a potentially super-fast turnaround creative goldmine with a pre-built mass audience.
Vine has already attracted a solid user base. In fact, Vine posts are now shared more than Instagrams on Twitter despite the fact Vine has just 13 million registered users against Instagram’s 100 million active users.
The growth of Vine may be influenced by the deep integration it has with the social network as a Twitter-owned app, whereas Instagram images no longer auto-expand.
But I also think the limits placed upon Vine users towards brevity makes Vine much more creatively challenging.
Whereas Instagram has built a video-sharing product for the masses.
The generous 15-second video allows plenty of time to shoot, therefore not forcing the creator to think outside the box to tell their story succinctly.
Instagram, unlike Vine, will let users erase the last clip they shot in a series, meaning less thought needs to go into lighting and exposure as they’re filming it because bad takes can simply be deleted.
While Instagram’s mass market appeal may drive Vine’s niche, it will force users to become more creative and pioneering with their Vines.
A challenge that will no doubt be of interest to the Vine aficionado but much less so to the marketers and creative agencies looking to get their advertising messages across.
I can’t help wonder why you’d go for a 6-second second one shot option when you have 15 seconds of editable space. Here’s a nice example from Burberry, showing a 15 second glimpse behind the scenes of the Burberry Prorsum Menswear Spring/Summer 2014 show.
But, as always, competition drives innovation. A new tech product launch, cleverly put out the same time as the Instagram news, from Unruly Media may give Vine an edge over its Instagram rival.
The company has launched the industry’s first end-to-end social video product set that allows brands to amplify, optimise and analyse the success of their Vine campaigns across the social web.
Unruly COO and co-founder, Sarah Wood, said: “Brand marketers who are serious about their content marketing strategy understand that there’s more to social video success than a YouTube view count. The social video ecosystem is developing rapidly to meet changing consumer habits and brands can now embrace a multitude of platforms across a fragmented media landscape to reach and engage their audiences wherever they’re discovering and sharing videos.”
What it also means is that while there may not be as many seconds of video for your idea, there is now a host of ways to measure the success of your campaign and how to improve on it next time out – something that is not offered on Instagram so far.
If Vine can begin to capitalise on this it may gain the impetus it needs to edge ahead of its Facebook-owned rival.