Social Media

Instagram Video vs Vine Video: Which Is Better For Your Brand?

Here are the facts.

Instagram has video. Twitter has video. People love to watch and share videos.

Brands already know that social media presence can significantly boost awareness. If you’re looking to gain serious online traction, which route should you take – Vine Video or Instagram Video?

It’s no secret that share-ability is what brands are looking for with videos – and it looks like brands have already chosen Instagram as their vehicle. Twice as many top 100 brands use Instagram video as Vine. Keep in mind, Instagram video is only a few weeks old.

Instagram Video vs Vine Video Which Is Better for Your Brand. Instagram Video vs Vine Video: Which Is Better For Your Brand?

Source: http://simplymeasured.com/

So what are the biggest differences between the two video apps?

Features – specifically filters. When Instagram was first making waves, a lot of it was focused around its filter feature – it made amateur photos look professional and all you had to do was, well, pick a filter. Instagram videos can get the same treatment, something Twitter videos don’t have. Instagram also boasts video stabilization to doctor any shaky recording, another feature Twitter can’t offer.

Audience – specifically Facebook and Twitter. When it comes to brand awareness and reaching a large audience, social media is the easiest and most affordable way to do so – so which platform reaches the most people? Well Instagram (with 130 million monthly users) is owned by Facebook, which has more than 1 billion monthly active users. Vine has more than 13 million users and its big brother Twitter claims more than 200 million active Tweeters. While Instagram is its own platform, the fact that its content is so easily shared to both Facebook and Twitter can’t be ignored.

Instagram also offers users the ability to pick which video frame will be set as the still thumbnail that will show up in Facebook’s newsfeed, something that is not possible with Vine videos. It may not seem like a big deal, but it’s these little details that make online content more visually appealing – and likely to be shared.

Recording – specifically in the app itself. One thing both apps have in common is that (so far) you can only record and upload videos by recording them in the app. That does limit the content that you can share, since you’ve got to have the app open and be ready to shoot at any time.

Time – specifically video length. Twitter has character limits for statuses and also a 6-second limit for video. Instagram videos also have a limit, but one that more than doubles that of Vine videos. At 15 seconds, an Instagram video has the potential to show a lot more content.

Video length is probably the biggest key for marketers looking to build their brand in the online space. A 15-second video is comfortable for marketers – it’s the standard length of plenty online ads – ah, ads. Ads aren’t what most online users want to hear, or see, for that matter. That’s where Instagram has the advantage. Try creating a memorable marketing message in six seconds. It’s tough. Fifteen seconds offers brand managers a bit more breathing room.

The Cool Factor

Instagram isn’t just a photo-sharing community – it stands out by helping users create more personal content that almost feels like flipping through a vintage photo album, all thanks to its signature filters palette. Instagram has this built-in cool factor and brands have to play by its rules.

Just look at Lululemon, Maybelline, Michael Kors and Burberry. Their video clips feel less like ads and more like something one of your friends might upload – and that’s the key. More ambient sound and more natural settings means more shares.

Another way to make your video share-able? Hashtags. Twitter used to have the market cornered on hashtags, but Facebook and Instagram support them too. Check out ‘So You Think You Can Dance’. They regularly splash hashtags on the screen to keep watchers involved in the conversation across multiple platforms.

Making a video campaign on Instagram or Vine doesn’t have to cost anything, doesn’t have to have outstanding production quality, and it doesn’t even have to have dialogue. All you have to have is an acute awareness of what people want to see, or more importantly, don’t want to see.

A video campaign on Instagram is more likely to cause a stir than on Twitter. It’s more share-able and gives a brand manager more options. Longer videos give brands more real estate to make a splash. Also, seamless integration with Facebook is hard to beat.

Sources:

http://mashable.com/2013/06/27/instagram-video-top-brands/

http://www.adweek.com/news/advertising-branding/brands-are-already-using-instagram-videos-and-planning-more-150518

 Instagram Video vs Vine Video: Which Is Better For Your Brand?

Ryan Harris

Ryan Harris is a freelance copywriter and marketing consultant who works with small businesses and start-ups to design effective social media strategies to jumpstart brand growth. He has worked with both B2B and B2C clients on marketing strategy with a focus on social media and e-mail marketing. He holds a B.A. in Strategic Communications and currently writes for a diverse array of tech sites including DSL.com. He spends his free time reading tech news and watching an excessive amount of professional soccer.
 Instagram Video vs Vine Video: Which Is Better For Your Brand?

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5 thoughts on “Instagram Video vs Vine Video: Which Is Better For Your Brand?

  1. I was surprised by this. But it makes sense from the brand perspective. Great article. And as of a week or so ago, you can now upload videos recorded outside of the Instagram app. Put another check mark in Instagram’s side.

  2. Thanks for the comment! I agree, I think that being able to import videos only strengthens Instagram’s position as the go-to platform for marketers, especially those with significant followings on Facebook.

  3. What I will say against Instagram video is that their length may be too long. After all, I remember reading that people lose interest in videos after 8 seconds, which Instagram video nearly doubles in its attempt to be better. I can personally say from experience that I am more likely to watch a Vine video than an Instagram video simply because they’re shorter and “easier to watch”. In my opinion Instagram’s video length works against them. Then again, that just might be me…

  4. Good point Thomas, that may be why those short looping gifs are so addictive – you know they are not going to take much time, and there’s very little effort involved.

  5. With the introduction of Instagram video in June 2013, many speculated about whether or not Vine would be able to survive. Now that most of the commotion has settled, how is Instagram Video stacking up to Vine?

    Facebook is a social media giant, but Instagram video may not have been their best idea. Many users have complained about a decreasing level of satisfaction in regards to consumption. Because the videos on Instagram are in the same feed as the photos, load times have become slower. In addition, users do not have the option to view strictly photos or strictly videos; every aspect of Instagram is intertwined into the user stream.

    Although the filters and the ability to delete and re-record specific clips on Instagram Video may provide better video and editing quality for users, Vine still seems to be holding its own in comparison. Videos on Vine are 6 seconds maximum, cannot be altered during the creation process, and do not come with multiple filters. Yet, users have not abandoned the app. Vine encompasses the idea of a quick creation video with a short upload time of only a few seconds. Instagram video, on the other hand, can be a lengthy process of filming, editing, and uploading.

    Vine users only have a few frames to impress or underwhelm their audience, so it’s easy to scroll past a boring video or repeatedly watch a well-made one. Instagram Video has a maximum length of 15 seconds, which is too much time in my opinion. As far as users’ attention spans, a Vine user can watch ten videos in a minute while an Instagram video user can only watch four (and that’s if they aren’t slowed down by pictures in their feed).

    Vine seems to be the more efficient and user-friendly choice. The success of this Twitter app did falter a bit when Facebook released Instagram video. But a month after the initial buzz of Instagram Video, the Vine community is still standing strong to prove that this app is not going to be classified as a short-lived fad.