WTR Vine
- 1. WTR?what the THE (short) STORY ON VINE FOR BRANDS
- 2. WTR ? 2 Vine is the true pioneer of the short-form video craze that has become an integral part of social scene. Developed by Dom Hofmann, Rus Yusupov and Colin Croll, Vine sold to Twitter for $970-million before it ever launched publicly. Vine quickly caught on, building a user base of over 40 million in 2013 thats still growing now. Easy to share on Twitter, Vine allows users to create 6-second videos that play on a loop. While the community may not be as extensive as Instagram, users dont have to be registered to view the videos. The links are easily shareable via Twitter and Facebook, with limited stats and interaction. Vine is also host to a dedicated community of pro-viners, an experienced group of users with significant following. These power users will often offer their expertise to brands for strategic partnerships in content creation and distribution. What Vine gives up in quantity it makes up for in quality of content and value to brands. Close to 80% of users view or share a video daily. The platform offers more organic value as more Vines are shared than Instagram video posts (due to relative simplicity of the process). Finally, Vine clearly takes advantage of its Twitter integration as close to 5 Vines are Tweeted every second (although this might change with introduction of Twitter video earlier this year). VINE IN 5 MINUTESThe story on . Vine
- 3. Features Users Top Brands 6-second video loop sharing Can use Twitter for sharing Vines Foursquare integration Simple user interface Strong pro-user community Samsung General Electric Nike Soccer Oreo Taco Bell WTR ? 3 PROS Influencer focused Video constantly loops (metrics show how many loops play) Pro-users with large followings and creative chops Dedicated and engaged audience Easy to share via Twitter CONS ruckus rating No paid support Harder to share beyond Twitter Shorter video than Instagram Less robust editing options Twitter video is a threat With Twitter introducing video, one has to wonder how relevant Vine can remain. If you can partner with the right users, great for reaching niches VINE IN 5 MINUTESKey Plot Points Anecdotally 40+ million user Dominantly 18-20 year olds Niche audiences (comedy and entertainment) Small dedicated community of pro-users
- 4. WTR ? 4 VINE IN 5 MINUTESThe story Continues Roadmap / New Features In recent times, Vine has been hesitant to reveal the exact number of active users, with the closest number being around 40 million. With Twitter unveiling its new video feature, Vine also loses its appeal as a the video app thats optimized for Twitter (its just Twitter now). The loop feature is still a great tool and certain audience segments are very much entrenched on the app. The creative pro community is active and can serve as a gateway to Vine for brands through strategic partnerships. These users can help elevate content and tap into specific audiences. Summary Its hard to recommend Vine to brands that are not going after a niche demographic that is dominant on the app (18- 20 year olds). It lacks the robust editing options of Instagram, and now with Twitter video it no longer has the advantage of having the best Twitter integration. The limited video options as well as a 6 second cap on content make it hard for Vine to compete. Still, ease of use, a dedicated pro-user community and clearly defined audience segments make it an intriguing platform for the right brand.
- 5. WTR ? 5 VINE IN 5 MINUTESWanna make a Ruckus About Us Connect Team Gary Edgar Managing Director Linda Andross Managing Partner Katie Boland Sr. Social Strategist We built ruckus to work with brands to find and tell their story through rich, compelling and relevant social content. Find out how we can help you make a ruckus. @ruckusdigital +ruckus digital 416 934 2119 gary@ruckusdigital.ca www.ruckusdigital.ca Serge Leshchuk Social Strategist