[SMK] Social Media Knowledge


Number Crunch: Vine

In the world of social platforms things move fast. And Vine moves quicker than most.

Vine, the six-second video looping service, sprang onto the scene earlier this year when it was selected as Twitter's video partner of choice.

Vine's rise was extraordinary – until Instagram launched its own video service that was strikingly similar to Vine.

Yet Vine has dusted itself off and continues to grow. The latest stats show what's happening inside the volatile world of short looping video. 

Six seconds

Vine videos can be up to six seconds in length. This is less than half that of Instagram video, which allows videos up to 15 seconds in length. 

In April this year Vine was the most downloaded app in the Apple Store. 


Every second five tweets are posted containing a Vine link.

A branded Vine is four times more likely to be seen than a branded video.

Fashion first

The top five industries on Vine are Fashion, Sports, Automotive, Technology and Print.

Brands considered innovators on Vine include McDonalds, XBox, General Electric and Airbnb.

40 million

Vine has tripled its user base since June and now boasts 40 million registered users. Vine hasn't released figures on how many of these are active daily or monthly users. 

At last count Instagram had 130 million users. 

Video growth

Even though Vine is far smaller than Instagram, there's plenty of mobile video action to go around. 

Currently 87 per cent of marketers in the US use video for content marketing, and it's predicted that mobile video will represent 66 per cent of global mobile data traffic by 2017.

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