Dive Brief:
- Marketers have a wide range of video formats across social media and the new options are causing brands to abandon Vine.
- Research from video analytics firm Tubular Labs found between September and November branded video from 40 major companies on Vine accounted for only 4% of the social videos shared.
- The popularity of mobile video is driving marketers looking to reach audiences on Facebook, Snapchat and YouTube to share videos as well as purchase video ad units more frequently on social platforms.
Dive Insight:
Vine, the six-second video app owned by Twitter, is seeing its popularity among marketers waning in the face of competition. With social media platforms Facebook, Snapchat and YouTube offering brands a wide range of video options — that are proving easier to scale than shares on Vine —, the app has to create ad offerings or risk losing more ground, experts say.
Currently, Vine doesn't have an advertising model.
Tyler Hissey, senior digital strategist at Hill Holliday, told Adweek, "Over time, it became difficult for many marketers to achieve scale [on Vine]. In the last six months or so, brands have started to de-emphasize Vine as a channel because of the targeting capabilities on all these other platforms."
Tubular Labs’ research uncovered 2,500 branded videos shared on social media from September to November, and Vine only received 113 of those shares. Out of the 40 top brands sharing video only 13 posted to Vine in Q3, down from 21 in Q1.
"I assume that brands are having this platform fatigue," Tubular Labs co-founder Allison Stern told Adweek.
Where Vine does excel, however, and from where it could bolster its relationships with brands is through its Vine stars. Through influencer partnerships with brands, these Vine stars could become Vine's strongest advertising channel.
Regardless, as Stern pointed out, "Marketers today are savvy about experimenting on a platform, but if it's not working for them, they're going to drop it."