In June of 2013, we wrote about Facebook’s release of a new video function in the popular photo-sharing app Instagram to compete with the rising popularity of video-sharing app Vine. With both video-sharing platforms in popular use for over a year, video content in social media has become a true medium for marketing and branding. But which app is winning? When it comes to connecting with customers, is Vine or Instagram a better tool for brand marketing? Let’s compare:
Telling a storyOne of the bigger complaints users have against Vine is the video length. Vine limits you to six-second looping videos, where as Instagram allows for up to 15 seconds of video. Further more, Instagram video has more editing tools and the option to upload previously filmed video footage into the app. However, Vine’s limitation can inspire some more creative uses of video and is ideal for short stop-motion videos.
ReachHow many users will actually see your video? Vine has an estimated 40 million users, while Instagram as roughly 150 million. With more than three times the users, it would be easy to assume that Instagram will give you better reach; however, Instagram is still primarily a photo-sharing app and the majority of its content is still photography. Your Instagram followers are not likely searching for video there. For video marketing, your video is more likely to be seen by Vine users than Instagram.
Find-abilityGreat content might as well not exist if your target audience isn’t able to find it. When it comes to video searching, both apps are about equal with search capabilities. Both Vine and Instagram allow the use of hashtags and feature “explore” section on the app. Vine allows you to explore through specific categories, whereas Instagram is more serendipitous, randomizing content in its explore section. Regardless of the in-app search options, the majority of content discovery for both apps comes from integration with other social media platforms, such as Twitter and Facebook.
User-Generated ContentOne of the more interesting aspects of social media versus traditional marketing is the ability to create a two-way channel of communication between you and your customers. Users are able to connect their own content to a specific brand (often with the use of hashtags), and many companies are leveraging this into amazing promotional campaigns. For example, Disney recently launched a Vine campaign asking users to “show your Disney side.” Many notable brands – such as Red Bull, Nike and Starbucks – have run similar campaigns on Instagram; however, these campaigns have been mostly photo-based content. If you want to launch a video-specific campaign, Vine is the better platform.
A year into the Vine-Instagram battle, there still isn’t a clear winner, but if you only have time to invest in one platform, Instagram has a few advantages over Vine. Although its 150 million users are not all looking specifically for video content, Instagram offers a larger audience and more flexibility with content. Want more information on the marketing advantage of using Vine or Instagram? Check out Digiday’s “15 Stats You Need to Know About Vine and Instagram Video.”