Last week Facebook announced a new way to share 15-second videos on Instagram, which was previously a solely photo-sharing service. However, recent statistics have found its rival network, Vine has almost doubled in popularity in the last two months.
New figures from Unruly Media have found the number of tweets containing a six-second looping video using Vine’s service have risen almost two-fold over the previous eight weeks.
If further proof were needed to underline the increasing battle between Instagram and Vine for the world’s video users, you only need to look at the most recent iTunes Chart of free apps, with Vine ranked #7 and Instagram closely following in #8 position.
Additional data from Unruly Media found the average number of tweets containing a Vine link had risen from five every second during April to nine every second in the first three weeks of June.
Meanwhile, a recent post on the Instagram blog indicated that “within the first eight hours of launching Video on Instagram, the community shared over a year’s worth of footage”.
With over five million clips uploaded in the video-sharing feature’s first day, and dozens of famous stars already taking to the service – namely Madonna, Snoop Dogg and chef, Jamie Oliver – it is clearly a growing phenomenon.
Brands and digital agencies looking to make the most of the surge in Vine activity can optimise and analyse the success of their own Vine campaigns using a social video product set, launched by Unruly Media this month, which evaluates for share ability and effectiveness.
Sarah Wood, COO and co-founder of Unruly Media, said: “Vine and other platforms, most recently, Instagram, are leading a revolution in social video sharing.
“Mobile video consumption tripled in 2012; video is the fastest growing ad format worldwide and Vine is changing the social video landscape, six seconds at a time.
“Advertisers can get ahead of the competition, grow their social footprint and extend their mobile reach by including Vine as part of an always-on content marketing strategy.”
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