Instagram or Vine… It’s like Sophie’s choice. With branded video taking the content marketing world by storm, digital marketers need to get on board – but which platform will reap the best results?
First things first – why should you put your confidence in video? According to comScore’s latest Video Metrics data, online content videos reeled in around 85% of all internet users in May 2013. This means that viewers ate up approximately 4.1 billion videos, which lasted an average of 5.6 minutes.
The ever impressive figures mean that branded video content is becoming less of an optional add-on and more of a content marketing essential. In addition to understanding why video content is so popular, digital marketers should also be aware of the benefits of different platforms and which to incorporate into your content strategy.
Vine has been available on iOS since January and has recently made a splash on Android-run phones. Now, Instagram is moving into the same territory after announcing at the end of last week on its blog that a brand new video feature is ready to go.
The blog reads as follows: “Over the past two and a half years, Instagram has become a community where you can capture and share the world’s moments simply and beautifully. Some moments, however, need more than a static image to come to life. Until now these stories have been missing from Instagram.
“Today, we’re thrilled to introduce Video on Instagram and bring you another way to share your stories.”
Vine
- Short and sweet six second video clip
- Looped video clip
- 13 million users on iOS alone and has just launched on Android
- More Twitter mentions than Instagram
- Find out more about Vine here
- Leisurely 15 second video clip – a recent Nielsen report found that a 10-20 second video is most likely to engage viewers
- Not looped
- 130 million users
- Shared content receives on average one billion likes every day
- 13 video specific filters for easy sharing
Jenny Maclean
