- July 5, 2016
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Is The Bloom Off The Vine?
Andy Warhol once memorably said that everyone will be famous for fifteen minutes in the future.
Since then, that timeframe has been shortened considerably when it comes to video. Instagram has taken its fifteen seconds and stretched it to a full minute. On the other hand, Vine’s six seconds of video fame appears to be on the wane.
The Shrinking Vine
In a recent feature, AdWeek cited new research by Tubular Labs illustrating the shrinking role of Vine in integrated marketing campaigns over the last year.
“Between September and November, marketers posted 2,500 social videos, and Vine contributed just 113 of those clips—equivalent to 4 percent of branded content.
Only 13 of the 40 brands posted to Vine during the third quarter of 2015, down from 21 in the first quarter of this year, Tubular found.”
Has Vine Fallen Out of Favor?
The recent launch of new video formats on Facebook, Snapchat and YouTube has caused top marketers to drop off from what was once a growing channel.
Social media marketing expert Gary Vaynerchuk recently lauded Facebook, Instagram and Snapchat as the current top three social networks, all because of the way they integrate video into their platforms. Due to the advanced targeting capabilities on other platforms, marketers have pulled back on their Vine presence.
Vine has other issues beside a lack of targeting and scalability. Some of the difficulty the channel is experiencing can be attributed to parent company Twitter’s promotion of competitive offerings. Recently Twitter has launched new native video formats, livestreaming video from Periscope, and Niche (a platform connecting brands with creators). Vine has become the neglected stepchild as a result.
The good news for integrated marketers? With fewer large brands competing for the attention of Vine users, this may present a window of opportunity for small businesses looking to make a splash.