According to a recent study the average online advertisement spans 45 seconds, but the average view time tops out at 28 seconds. With online video ads and apps like Vine and Instagram Video populating the web, we wanted to see if one platform is better than the other for brand awareness. Both Vine and Instagram video clock in at well below both numbers, so attention span definitely doesn't factor into the choice here.
So which video platform provides the best visibility for your brand? It depends on where your audience lives on social (and maybe their attention span), but below are a round-up of some the pros and cons of advertising on either. Both Vine and Instagram Video are part of larger social media platforms with enormous followership, so no matter which one you choose it's likely that your content will have legs.
Reach: Vine video integrates rather seamlessly with Twitter, and naturally Instagram does the same with Facebook, but the simple fact of the matter is that Facebook has far more active users than Twitter (Facebook has approximately 1.1bn to Twitter's 500m) While this does make the case for Instagram over Vine, Vine provides an uninterrupted stream of video whereas Instagram has left the video and image feeds as one.
Time limitations: Tide and Lowes have made great use of the 6 second time constraints on Vine, but the consensus seems to be that marketers prefer those extra 9 seconds for celestial stares and dresses blowing in the wind. But seriously, a little extra time on Instagram does provide the brand a chance to make a better impact and create a veritable mini-ad, whereas Vine feels something like an experiment in speed.
Filters and Recording Functionality: Vine requires in-app recording which limits an advertiser's ability to focus, edit or alter the segment in many ways. Instagram, however, offers filters, some editing, and the option to upload an existing video. On the other hand, while Vine videos can be embedded, Instagram videos cannot, and they also play on continuous loop - becoming a somewhat unintended perk for Vine creators, allowing them to make scenes like this:
So far it still seems like a toss-up. Both platforms offer sizeable audiences and challenging time frames, and well-known brands have dabbled with both. Below is a roundup of popular Vine and Instagram video ads. You may notice that since Instagram has allowed users to upload pre-recorded video, and as a result the imagery and music are more curated and more ad-like than Vine. I think this seems like a misuse of the platform, especially since Instagram is meant to provide brands a chance to give a relaxed and personable insight to their products.
- Tide on Vine - Tide tapped into the pop culture references surrounding Discovery Channel's Shark Week to create a timely ad for their powerful stain fighting detergent.
- Likes: Just 74!
Behind the Scenes
- Burberry showed off and provided this look at their entire menswear show in an impressive 6 second clip on vine.
- Likes: 2,992
- Carnival Cruise lines attempts to take people behind the scenes on deck at a party on one of their ships with this uploaded Instagram video, but it lacks the inspiration and creativity that Instagram seems to promote.
- Likes: 291
- Lowes is helping tinkerers and home owners make quick fixes with their #Lowesfixinsix campaign -capitalizing on Vine's short time-frame - to show customers a multitude of home fixes in six seconds or less.
- Likes: Collectively over 8,000 likes for their video series
- Lululemon takes a more polished approach with this uploaded and edited Instagram video ad which teaches consumers how to tie a scarf.
- Likes: 5,243
Well, we think it's still too early to tell. To be fair, this is not a large enough sample to be perfectly conclusive; however, from the data we've looked at it seems like Vine is in the lead. Then again Vine has a five month head start on Instagram - having been released in January 2013 to Instagram's June 2013 release date - so it's still hard to say with certainty.
Whether you choose to filter your feeds on Instagram, or create a continuous Vine video loop of fruit popping out of paper, keep in mind that the brand that plays, stays. Vine and Instagram debuted as platforms for the user first, marketer second - so the brand that creates more integrated, playful and creative videos will have a better chance at views and shares than a more brazen and promotional snippet.