June 29 2013 12.07 | 00 Comments
#InstagramVideo has been eating into the number of people sharing videos on Twitter’s Vine, according to data from data analytics tool Topsy.com.
On 20 June Facebook unveiled #InstagramVideo and it appears that it’s launch led nearly immediately to a drop of over 40 per cent in the number of videos shared on Vine. If this is anything to go by then it looks that the public has taken to Instagram’s 15 second video format with filters over Vine’s 6 seconds offering.
Over 5 million videos were uploaded to Instagram in the first 24 hours, confirming what we all knew, that video is what people want to see and share, especially on mobile devices.
This has created the opportunity for private sector companies, NGOs and public sector groups to engage with their audiences using short and to the point video. But what are the differences between these two channels?
Insight gathered tells us that:
- Instagram has over 130 monthly million users, while Vine has 13 million.
- Vine videos can be a maximum of 6-seconds long, while Instagram gives you 15-seconds. We should also note that in The Gulf and Middle Eastern Countries the video application of choice is Keek, which allows 36-second video updates.
- Instagram allows filters to be used, Vine doesn’t, or at least it doesn’t yet, but I suspect that they will offer this facility soon as Twitter already offers filters on pictures upload to the network.
- Instagram videos are locked into Facebook. VentureBeat’s John Koetsier (@johnkoetsier) points out that, ‘you can view the video within the Instagram app [on your mobile], or — if you have the URL — on the Instagram website. You can also view the video in Facebook, but nowhere else.’ Yes, if you share an #InstagramVideo on Twitter, it won’t auto-play as Twitter removed Instagram use of Twitter Cards, so Instagram video will not render in Tweets.
- Vine will auto play video in Tweets, and you can also embed Vine videos on websites.
- Facebook could move to embed video advertising before or after your clips. But then, so could Twitter. As a brand, you should consider the implication of this.
Social media has given PR and communications professionals with an arsenal of tools with which to better engage with their respective audience. The rise of video, confirms PRs are brand journalists, enabling organisations to:
- Share behind the scene information.
- Encourage brand ambassadors to share content.
- Share short stamens from decision-makers.
- Encourage your community to reply to announcements.
From my perspective I see Vine as a tool for real time news for companies and brands. A video platform with which you can reach influencers on Twitter. Instagram meanwhile has positioned itself as a channel for the long-term conversation with consumers on Facebook. Bot has it’s strengths, but it is up to PRs to know which is the right tool for the occasion.
Video is taking over from the written word. Gaining knowledge on video and how it influencers is a skill that PRs are going to have to gain, and fast. Just look at how @GeneralElectric have taken to Vine.
Just this week I was at Aljazeera in Doha presenting to a number of their PRs the value and ways in which video can add value to conversations. Their answer to me? Er, we already use Keek.