Five Vines shared per second could be grand for brands

Summary:Twitter’s Vine is now 100 days old, and it is proving very popular with users — and brands.

We love sharing, and we love sharing images and videos. Twitter is benefitting from its acquisition of Vine, which has had a huge growth curve in its first few months. Vine is a mobile app that enables users to create and post six-second video clips from their iPhones.

french connection
French Connection. Image: Vine

Five Vine videos are shared on Twitter every second. Compete.com reported a 275 percent growth in Vine usage during April 2013, making it one of the fastest-growing sites in America, according to Venturebeat.

Video technology company Unruly has collected data from over 10 million Vine videos over a 30-day period. It discovered that we love sharing vines with our Twitter followers.

The data showed that weekends are the most popular time to share vines — and the most popular time to share videos is in between 10am and 11am.

The Vine clip showing the Boston Marathon explosion news report has been tweeted over 3,400 times and retweeted over 39,500 times. The video showing the FBI agent unnecessarily climbing over an open gate has been tweeted over 2,260 times and retweeted over 11,000 times.

Vine takes the animated gif to a new level with its looping video clips linked to and retweeted on Twitter. Unruly highlighted the top 100 vines that received the most retweets throughout the data collection period.

Musicians such as Harry Styles and Wiz Khalifa have vines in the top 20 list of videos. Musicians have huge Twitter follower counts holding eight out of the top 10 places in terms of numbers of followers.

Rumours about Twitter planning to develop a mobile music app using SoundCloud service to let users play and share songs makes good business sense.

Brands such as French Connection, Columbia Records and previews of movies such as Wolverine also appear in the top 100 list.

Many brands, such as Urban Outfitters, Puma, and Vans, supplement their fixed image advertising with Vine loops.

Twitter has moved outside of its core service of status messaging. It has broadened its offering by including its own hosted images, and last month it was rumoured to be in talks with Viacom and NBCUniversal for content sharing.

Today, Twitter signed its biggest ever advertising deal with Starcom Media Vest Group. This deal will allow clients such as Microsoft and Coco-Cola access to preferred advertising slots on Twitter.

Vine, which far from being the main route to show six-second pornography clips , has been establishing itself as a key route to market for brands and personalities.

Twitter now looks like it's the perfect vehicle to deliver that route.

Topics: Social Enterprise

About

Eileen Brown is a social business consultant who has been working with collaborative technologies for 20 years. Eileen creates the social business, energises communities and ignites social commerce and social CRM. She develops social business strategy, customer reach and online branding. Her book, Working The Crowd: Social Media Marketi... Full Bio

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