Since the birth of Vine and Instagram video, there have been millions of short videos posted online. From how-to’s and demonstrations, to behind-the-scenes events and magical moments, these social tools have given brands an opportunity engage with their communities an interactive way. The tactical question is no longer: should we use video in our marketing and communication strategies, but rather, should we be using Vine or Instagram Video?
Since its launch in January 2013, Twitter’s Vine application gathered over 10 million users - in just three months. The app’s unique format challenges producers to be creative in six seconds or less — something that in this world of over-stimulation is rather refreshing. Users can also “revine” content they find interesting and users can choose to post their videos on one of 15 channels to increase content viewing. Vine videos can also be shared directly in a tweet.
Take a look at a simple, yet effective Vine video from Bacardi.
As of June 20 of this year – Vine is no longer the only video-capturing app on the block. Since Facebook launched Instagram Video, Vine has seen a significant drop in users sharing and creating content Instagram Video’s key advantage over its predecessor is the ability for users to generate videos up to 15 seconds long. Also, the ability to add filters, delete and re-shoot clips, and use the same live stream as the already well-established photos feature, Instagram has proven to be a key player in the battle for video supremacy. However, unlike Vine, in order for videos to be shared online, users must provide a click-through link.
Take a look at a great Instagram video example of brand storytelling from Lululemon.
So, have video users picked their winner? Only time will tell. For all we know, a new video platform could emerge next month to challenge both Vine and Instagram Video’s user count. So the big question remains, are these social video apps effective tools to include in our communication strategies?
With the success companies have achieved through social media brand engagement, it was only time before interactive video platforms such as these would emerge. Instant video provides a way for online communities to connect to the brands they love. At the end of the day, both Instagram Video and Vine have allowed us to share and relate to a company’s culture in a way we couldn’t before. Video sharing is a competitive gamer-changer for brands and communications professionals; ultimately it’s in their best interest to capture and share their reality in real time.