How Instagram Killed Vine For Marketers
The blogosphere has recently been ablaze about Instagram and Vine’s destinies, after Instagram introduced its own video feature last June. Would users abandon Vine’s video service for Instagram? Or would the two be able to peacefully coexist?
When Vine came out in 2013, there was a ton of buzz surrounding it. With its catchy, GIF-like videos, it seemed made for the fleeting attention-span of the web, its bite-sized content making it the unofficial Twitter of online video. Many expected it to carve its own unassailable niche in the world of viral content. But then, visual juggernaut Instagram showed up on the scene and added a video function to their platform. Ever since then, we’ve seen the slow demise of Vine as its usefulness among marketers became less clear.
We gathered 3 months of data, from November to February of this year, and took a look at how often brands posted on Twitter using Instagram or Vine. On Facebook, the number of brands is somewhat negligible, with 1% of Facebook brands posting with Vine content, and 3% with Instagram – overall, brands tend to focus posting their content from both platforms on Twitter.
The numbers confirmed that not only is Instagram beating Vine for brand twitter content, it’s beating them by a wide margin of 4 to 1. Twenty-eight percent of brands currently use Instagram for content, while only 7% use Vine (and while there is some overlap, it’s almost insignificant; only 9% of brands cross-post).
On top of that, when brands do use either Vine or Instagram (on both Twitter or Facebook combined), we saw that Instagram posts are about 3% of these brands’ communications. With Vine, it is almost 10× less (about 0.3%).
But Why the Decline?
It’s obvious to see why this is the case. After Instagram rolled out its short video service in June of last year, it now offers both engaging pictures and video. Currently, Vine still only offers its signature 6-second videos, which (at least for brands) is not such a big draw. Even Twitter, which has positioned itself as the go-to place for Vine videos, cannot successfully pull in brands to post content with Vine. It seems that Instagram made a great bet by encroaching into Vine’s viral video territory, that will continue to pay off down the road.
Now, let’s take a quick look at the most successful brand Instagram and
Vine content, across both Facebook and Twitter.
Post Analysis for Instagram and Vine
On Facebook for Instagram, there was this post by Etihad Airways, which pulled in the highest engagement for all Instagram posts on Facebook (from pages that we monitor), with a 1.28% engagement rate.
The post also happened to be, by far, the most engaging of all of the brand’s posting on Facebook, for the entire time range monitored, and much higher than the brand’s 0.18% average post engagement.
The most successful Vine post, from the Kraft-owned Philadelphia Cream Cheese, came in with an engagement rate on Facebook of just 0.91%.
The clip showed a quick, visually-attractive ad for their product. However, while it was successful, it still wasn’t that much more engaging than their regular content, which normally sits at 1.44%, or even close to the most engaging post (which had 10.8% engagement). So even the best Vine posted on Facebook was lackluster compared to that brand’s regular posts on Facebook.
So while Vine videos might still be shared by ordinary users, it has proven highly unsuccessful for marketers (even in the best case scenario).
TLDR: Vine is dead, and Instagram killed it.
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