Immediately after Facebook announced that Instagram would be launching short-form video uploads last week, the hashtag #RIPVine started trending. I’m not ready to send my condolences yet though, and brands shouldn’t be either.
Vine offers a platform with more unique and compelling content that both brands and users will want to continue to create and consume. Here is why:
The Science of 6 Seconds: Twitter knew what they were doing when they instituted the 140-character limit, and they applied the same science to the 6-second length of Vine videos. This length is more conducive to creativity as it forces brands and users to think outside the box in order to tell a story.
In-Stream Video on Twitter: Facebook and Twitter are both key channels for brands so the decision is not whether to use one over the other. It’s all about taking advantage of the right video-sharing platform on the right channel. Brands posting video on Twitter should use Vine, while those posting video to Facebook should use Instagram.
User Experience: Users on Vine expect to see video, while Instagram users are accustomed to seeing static imagery. Going from viewing photos to 15-second long video is a big jump and users are bound to feel like the new videos are an intrusion—particularly when they are from brands. You know what else is 15 seconds long? Pre-roll.
The Audience: Instagram created a video-sharing platform that has mass appeal, while Vine is more of a niche community of video-sharing addicts. The Vine audience appreciates the platform specifically because it is not for everyone, so while they will all probably make a few Instagram videos, they will remain loyal to Vine in the long-term.
Looping: The GIF-like feature makes Vine videos more fun to consume because, lets face it, everyone loves a GIF. Looping also poses a creative challenge to users and brands to take advantage of the feature in a unique way, which has produced some really amazing video content on the platform.
Instagram is about capturing moments. We have been trained to Instagram our food, pets and trips to the beach. Adding video will not change the type of content because the user remains the same. Vine is completely different in that it trained users to create incredibly creative videos that feel like a story or a work of art. There’s a place for both. Just like on all social media channels, brands that put the right content in the right place with the right people will thrive.
— Casey Savio is a social strategist at iCrossing.
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