Vine v. Instagram: Has Twitter’s Vine lost it’s swing?

On June 18th at 9:30 a.m., @videosfortwitt posted:

“I wonder what Instagram has up their sleeve for this Thursday.”

“Facebook is seeking to differentiate itself from Vine, the popular instant video app from Twitter, ” wrote Mike Isaac of All Things D.

Source: Tech Crunch

Source: Tech Crunch

Sure enough, that Thursday morning Facebook announced that a video component was being added to their popular Social Media site Instagram.

Jason Parham blogged on Complex Tech, “According to Twitter, Vine is Already Dead.” This is not entirely true. What spurred this however, was the #dead conversations that ensued after Thursdays announcement.

Truth be told, Vines growth is out of control. We all know Facebook was aware of this, which is why they took notice.

From the time of the January 2013 launch to today Twitter Vine has exceeded expectations with no signs of stopping. According to Ryan Tate of Wired, Vine had just 77,000 unique visitors in January. Since then, Vine’s website vine.co grew to 3.6 million unique desktop visitors in May, according to Compete.com; Quantcast estimates similar web traffic growth. Currently there are over 13 million Vine users.

Twitter has become one of Facebook’s largest competitors and the company that lost out on acquiring Instagram to Facebook in a hasty billion dollar acquisition deal back in 2010.

In reaction to Facebook’s Instagram announcement Vine posted a “Thank you to our community” on its company blog, with the promise of more features to come soon.

One of the reasons Instagram is so popular is its simplicity, elegance, and ease of use. Companies currently using it are already catching on to the new video component.

The use of 15 second Instagram videos to humanize their brand will offer  companies who create them a low or no-cost way to further engage their communities. This offers fans high entertainment value with the hopes they will keep returning. Speculations abound that product videos which have long been placed on YouTube may now make Instagram their home.

Erich Joachimsthaler, CEO of branding consultancy Vivaldi Partners Group believes this will lead to more interactive marketing.

Ming Linsley, social media director at MEC, was on a similar wavelength. Brands like Urban Outfitters and the New York Yankees already use Instagram to let fans behind the scenes it feels as though video will offer a natural extension of this,” This will offer companies or athletes to further personalize the conversation.

In a reaction to all of the Vine/Instagram hype, Stephanie Buck of Mashable released “6 Reasons Instagram Video Beats Vine.” While Vine has a straightforward approach, Instagram offers some coveted advantages. Here are the six reasons fans believe Instagram killed the Vine star.

#1. Clip Editing: Instagram allows users to delete unsatisfying past frames.

#2. Cover Frame: Instagram encourages users to select a “cover frame” which serves as a preview to your video and appears in-feed. This helps to ensure users, especially brands marketing their product, put their best feet forward.

#3 Filters: Instagrams 13 filtering options have names like Moon, Gingham and Dogpatch. No thinking about lighting or exposure here!

#4 Tap to Focus: This allows you to tap within the frame to focus your depth of field. This makes for a more professional look.

#5 Image Stabilization: Instagram shared a brand new tool with the announcement on Thursday. Cinema. They now offer a custom image stabilization product which will smooth shaky footage for a more professional looking result. Vine users could just use a tripod to get the same effect.

#6 Vision Beyond the Video Frame: In shooting mode Instagram includes a slightly transparent frame around the video. This could help those perfectionists to frame their videos better. For others they may take it, or leave it.

Like all other Social Media brawls only time will tell us who comes out on top.

Until then, we can enjoy all of the artsy new 15 second ads, new capabilites from Vine and all the fun they both have to offer.

Marcie Cicciarelli
Vice President of Community Relations
EMU PRSSA
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