Vine’s Loops and Impact on Social Media Marketing

Vine is Twitter’s 6 second short video sharing social network that allows users to capture short videos that loop when viewed. Like Instagram, Vine is an app and the main experience is via mobile rather than the traditional desktop web. Accordingly, Vine is insanely popular with certain demographics (predominately teens – 24 year olds). It’s rather addicting and companies have caught on. Agencies have even been set up around the idea of “microcontent” marketing.

However, one of the stumbling blocks we’ve hit with client work has been the lack of sharing the number of views (or “loops”) that a particular Vine accumulates. One of the reasons Facebook, Twitter, YouTube, Instagram etc all share the number of views and shares particular content has over time is because it adds to the social “virality” of that content. These companies have done a great deal of research on how viewing numbers help to increase additional and long term viewing.

Looks like Vine is finally adding this feature too:

With this update, there’s now a new way for you to quickly get a sense of how popular and interesting a Vine may be –– based on how many times people watch a Vine loop. The number, which you can see in our mobile apps and on, updates in real time, so as you watch a video, you’ll know you’re watching with others at the same time.

via Vine blog – Introducing Loop Counts.

Vine isn’t right for every company, small business, or community group out there. However, if you can find your niche and aren’t afraid to “try new things,” then definitely give Vine a shot in your marketing plan.

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