How does Instagram video stack up with Vine? | InsideFacebook: “Some findings, studied among the Interbrand 100 from June 20 to 26:
- Instagram videos are being used by twice as many brands, and more videos are being posted.
- Instagram videos are seeing significantly higher (over 2X) engagement than Instagram photos, suggesting brands should focus more time and energy on them.”
Instagram is the older company of the two, so brands were already familiar with the medium prior to its addition of video back in June. On top of that, Instagram gives users 15 seconds rather than Vine’s 6 which enables brands to create longer videos that push out bigger messages.
Instagram has a key advantage over Vine: it also has pictures. Instagram originated as a picture-sharing service which had a huge adoption rate, so it had a strong user base even before it launched video. Vine, on the other hand, originated as a pure video sharing service and had a niche user base which is hard to build on, especially when it comes to trying to get brands to use their platform.
In my own circles, I saw a very quick shift from Vine to Instagram when their video feature launched. There were lots of comments along the lines of “well, if Instagram has video now, why should I have an extra account on Vine? I’m already on Instagram.” Users (especially the prized 18-24 demographic which lots of brands market to) want a syndicated experience rather than having to jump from service to service just to get caught up.
These brands know that and have seen significantly bigger engagement from the audience on Instagram.
In simple words, Instagram tends to get better results and higher engagement for businesses looking to foray into the video space with their marketing campaigns.