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Even though things have gotten quiet around Vine in recent months, the announcement to can it altogether came as a surprise. After its launch in 2013, the service that lets its users create and share 6-second looped videos, had quickly gained popularity among young creatives. Not unlike its parent company Twitter, Vine had failed to become a mainstream hit though, and ultimately the competition from the likes of Instagram and Snapchat proved too strong.
As our chart illustrates, we could have seen the end of Vine coming for a while. According to an analysis by Markerly published earlier this year, even Vine’s most popular users, those with more than 10,000 followers, had started turning their back on the service prior to this year. Less than half of Vine’s most influential users posted a video in 2016. The majority of influencers, celebrities and brands had already moved on to the next big thing – a clear sign of a platform’s imminent decline.
Two years ago, Twitter-owned Vine was growing like kudzu. It was widely embraced by both consumers and marketers who sought to push the envelope with creative six-second clips. But the explosion of new video formats on Facebook, Snapchat and YouTube, which all now boast sizable scale, has caused top brands to quietly slip away.
"Over time, it became difficult for many marketers to achieve scale [on Vine]," explained Tyler Hissey, senior digital strategist at Hill Holliday. "In the last six months or so, brands have started to de-emphasize Vine as a channel because of the targeting capabilities on all these other platforms."
Data is proving this out. Video analytics firm Tubular Labs reviewed Vine, Instagram, Facebook and YouTube accounts of 40 major brands, including Coca-Cola, Target and Dunkin' Donuts. Between September and November, marketers posted 2,500 social videos, and Vine contributed just 113 of those clips—equivalent to 4 percent of branded content.
Only 13 of the 40 brands posted to Vine during the third quarter of 2015, down from 21 in the first quarter of this year, Tubular found....
This is the Vine list to end all Vine lists—the one that actually counts. So far this year DailyTekk has rounded up and ranked the 100+ best Instagrammers, the 100 best YouTubers, the 100 best Pinners and the 100 best blogs and websites of 2015.
Today we conquer curate Vine, the site where people cram as much creativity, humor, information or idiocy into 6-second videos as humanly possible. And I will say this: Viners, you have a very, very unique community. It’s so different than the other social networks I just listed. The amount of effort that you have put into these short videos is nothing short of astounding. Kudos...
Do you want to know more about Vine video?
Are you wondering how brands and businesses can successfully market with Vine video?
To explore how to use Vine short video on Twitter, I interview Zach King for this episode of the Social Media Marketing podcast...
Micro media content is now an essential part of any social media strategy. Brands have experimented with short-form content for some time now, but with a variety of social networks becoming dependent on this type of content, the appetite has never been greater. Take a gander at our marketer’s guide to micro-content ebook to learn more.
There are many ways that brands are leveraging Vine as a piece of their marketing strategy. But despite this, most brands have not yet figured out how to include Vines within their overall strategic vision. To do that you’ll need to take a step back and consider why you are producing this type of content in the first place. What purpose does it serve? Can you use it as collateral? Will it strengthen your brand’s story and identity? Will it resonate with your audience enough to compel them to share with their networks?
Looking beyond the different approaches brands have taken to make use of social video, our team has put together a series of Vines that shows off the top five ways brands use social video....
One sponsored Vine paid for a 24-year-old's entire college tuition. Another makes $2,000 per re-vine.
For 16 year-old Lauren Giraldo, $2,000 isn't hard to come by.
All she has to do is press the re-Vine button to share a sponsor's video with her followers and an advertiser will cut her a large check.
Giraldo is a star on Vine, the Twitter-owned video platform that launched in January 2013. There, millions of people post 6-second clips and share them with the community. Giraldo is one of the most popular people on Vine with 2.4 million followers. Brands who want to grow their followings or promote their products are throwing money at girls like Lauren...
With YouTube Chad Hurley and Steve Chen made publishing videos easy. Now they want to make it just as easy to create them.When Google wanted to boost the quality of YouTube’s content, it gave out $5 million in grants to select creators. YouTube cofounders Chad Hurley and Steve Chen, who sold the service to Google in 2006, are now tackling the same problem, but with a different philosophy.
They hope that a new app they are launching on Thursday, called MixBit, will make shooting quality video scalable and accessible to everyone.“Unfortunately I think YouTube is going down the route of rewarding the select few around content creation, be it with partnerships or with ways of funding original content,” Hurley told Fast Company. “I can understand, it’s great to stimulate the community and make money available to them. But I feel that’s a more traditional approach to solving the problem. It’s basically replicating the studio model...I’m looking for something that doesn’t necessarily alienate any group of people, but gives them all equal access.
”That apparently includes people who never shoot any video. With MixBit, as with Instagram video and Vine, users touch their phones’ screens to take multiple video clips that the app combines into one video. But only MixBit allows other people to use those clips, if they’re public, in their own videos....
With the release of Twitter’s new video service, Vine, brands should take note of what could be the next viral medium. It’s posed to try to break into social video the way Instagram revolutionized mobile photo sharing. With six second videos that can be shared through the Vine app, Twitter or Facebook, creative minds have already jumped in with videos with a winning combination of entertainment, fun, and amusement. We’re already seeing a lot of possibilities for brands.
Whenever a new platform launches these days, brands are instantly checking them out to see how they can “become a part of the conversation.” What that really means is how they can use a site like Twitter, or its new app Vine, to get your eyeballs, interact with you and, of course, sell you more stuff. There’s nothing wrong with that. It’s commerce at its purest. The story isn’t that brands try out new platforms. That’s boring. The interesting part is how they approach them and why. Now that consumers have the power to skip through commercials on programs that they record, creative advertisers have to start pushing the envelope on generating interesting and persuasive messages outside of the television set. I spoke with VaynerMedia founder Gary Vaynerchuk, and his firm urges their clients to test new things out. When he says test it out, he means it: "I tell our companies that there’s a 72 hour rule where you’re not even thinking about an ROI or how you can generate business. They should just try things out"....
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Vine will not be an infinite loop.
It was four years ago this month when Twitter bought Vine for a reported $30 million, but now the relationship has fully withered. On a Medium blog post, Twitter revealed that it's shutting down the looping video app in the coming weeks.
"You'll be able to access and download your Vines," the post read. "We'll be keeping the website online because we think it's important to still be able to watch all the incredible Vines that have been made. You will be notified before we make any changes to the app or website."
How long the Vine videos will live on the website is unknown, but creation of the mobile app's six-second clips has already been halted. It's a fairly surprising move....
Vine, the video-looping app released back in January 2013, has proven itself to be much more than a passing fad. As a result, many brands across all sorts of industries continue to use the platform as a visually creative way to connect with fans and followers.
But, for some marketers, Vine is still somewhat of an unknown.The time limit is intimidating: For each Vine video, you have just six seconds to convey a message to your audience. What are best practices for planning out a six-second video? What equipment should you use? Which formats work best? How can you incorporate a call-to-action? How can you cross-promote on other social media networks?
To help answer these questions and more, check out the infographic below from SurePayroll. It'll help you perfect your Vine strategy so you can enhance your social media presence beyond photos and words....
The social app Vine has created a whole universe of video stars whose antics have attracted millions of followers and made them "Vine famous." But social seems to be only the beginning. Take Nash Grier, with 9.3 million followers, who is spinning his Web notoriety into endorsements for brands like Virgin Mobile and even a film career. King Bach (aka Andrew Bachelor), with 8.2 million followers, is getting into the TV business and working with brands like Samsung. Check out their stories here.
...The first episode of "Fanta For The Funny," which rolls out Friday on CollegeHumor.com and across Fanta's social and digital channels, is comprised of dozens of Vine clips depicting gags and pratfalls from some of the platform's most popular personalities. There's no host of the show, just the brief video clips organized into vignettes around topics. In the first episode, Fanta doesn't actually appear in the Vine videos, though its branding is interspersed several times between segments. The series will run over the course of six weeks.
Brands are increasingly looking to platforms like Vine, a rising social media service owned by Twitter, to promote themselves and their products. On Vine, users post six-second clips, also called Vines. Despite -- or perhaps because of -- these time constraints, Vine has emerged as fertile ground for comedy, with hordes of young people posting humorous clips. Already, companies like General Mills, Ford and Virgin Mobile have tapped Vine stars for their campaigns....
In the sixteen months since its launch we’ve witnessed a stream of hilarious six second set pieces and inspired stop motion zaniness created on Vine however. And what started as a stream, has become a raging river, with a userbase now in excess of 40 million.
With data from Unruly, suggesting that Vine shares have rocketed from five per second to nine, between April and June 2013, it’s not hard to see why brands left, right and centre are trying to jump onto the Vine bandwagon.
Here are some tips and insights into how you can create magic on Vine in 6 seconds!...
The first step is to get involved in what is already going on and jump into the stream of conversation that is taking place. In my last article, 3 Tips for Vine App Users, I suggested that you have to participate and get involved in the conversation while creating some content that helped connect you at a deeper level to the community. In this 4 part series we are going to take a deeper look at how to do just that....
Khoa's colorful stop motion videos on Vine have boomed in popularity. Here's how he creates those six seconds of imagination.... If you stumble across across one of Khoa's reality-defying stop-motion vines, the first thing you'll ask is, "How in the world did he do that?" Twitter launched Vine on Jan. 24. The next day, 23-year-old Khoa Phan created his first Vine, a simple five-shot video of a Keurig machine brewing a cup of coffee. This was the kind of thing most people were filming when Vine first launched — mundane videos of everyday occurrences. As is the case with Instagram, if users don't think creatively, posts quickly run humdrum. Khoa, however, was not satisfied with the status quo of bland vines. It was his second vine that launched him into the spotlight. In it, he brings whimsical construction paper bubbles to life using stop motion, which gives the illusion that the bubbles are floating across the dark wood table. The bubbles pop to reveal a message: "Have a good day!" (a simple recurring message in his vines)....
... I’m tentatively excited for Vine’s potentially transformative powers. Its six-second looping films will expand Twitter’s abilities as a broadcast network while arming journalists with greater storytelling firepower in the digital form. Its advantages are already obvious, and they will become only more so if the tool is integrated natively into Twitter’s website and apps, thereby nixing the need to use a separate piece of software. Of course, it is early days for the technology, which is still a long way from confirming its worth, but with Twitter’s distributive power behind it, Vine has a shot at becoming important. Consider the following points....
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This chart from Statista shows how Twitter's Vine shrunk. Unfortunate, but the platform was too limited in its six-second length and features.