May 14, 2013
Video tech company Unruly Media has released Vine metrics to coincide with the celebration of the mobile video app’s first 100 days. According to the research, five Vine videos are shared on Twitter every second and branded Vines are now four times more likely to be shared by users than branded online videos. Weekends are by far the most popular time to share Vines. To compile its report, Unruly Media collected data from more than 10 million Vines over a one-month period.
“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, PepsiCo and GAP adapt to the platform,” said Matt Cooke, CTO and co-founder of Unruly Media. “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.”
“The tech company also discovered that 4 percent of the top 100 shared Vines were made by brands. Comparatively, according to the New York-based firm, only 1 percent of top 100 viral online videos were the work of brands,” reports Adweek. “Social media schedulers should take note of this finding: Vines are tweeted more during the weekend than all of the weekdays combined. Also, between 10 a.m. and 11 a.m ET is when Vine activity peaks.”
The Unruly Media site has a list of the Top 20 Most Tweet Vines in addition to other metrics: “To view the 100 Most Tweeted Vines, please click here. Unruly has also developed a Social Video Player plug-in that allows brand to integrate Vine into their current social video campaigns.”