The Vine vs Instagram Battle Illustrates The Speed of Change in Social Media

by Kevin Vine on Jun 29, 2013

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instagram-vine

I thought I’d share with you all some interesting observations I’ve made over the last couple of days in regards to Instagram Video & Vine.

Vine and the introduction of Instagram Video provide a fascinating case study which underscores how incredibly quickly things can shift in the realm of emerging platforms.

A mere three weeks ago, Marketing Land’s Matt McGee posted an article about how Vine passed Instagram in total Twitter shares.

vine wins

Yes, on June 4-5, there were more Vines posted on Twitter than Instagram IMAGES.

Fast forward less than three weeks to June 27 and we learn that after Instagram Video launches, Vine sharing tanks on Twitter.

instagram wins

And then yesterday on Mashable, we learn from Simply Measured data that twice as many Top 100 brands are using Instagram Video vs Vine.

brands on vine instagram

This, of course, is just one week in.

How can this be?

Is it possible that we’re seeing an artificial spike in the use of Instagram Video vs Vine among the Top 100 Brands due to the fact that these same brands tend to be early adopters and were quick to hop on the bandwagon of a new platform?

Or is this a glimpse of things to come?

In an interesting twist, just this morning, Marketing Land once again chime’s in with a chart created by Topsy that shows new data. It turns out the original chart that showed Vine beating Instagram in Twitter shares was mainly taking into account influencers. And that Instagram has been winning in Twitter shares all along.

vine instagram real picture

Where this all ends up of course has yet to be seen.

Clearly the fact that the introduction of Instagram Video didn’t require brands to have to recruit followers from the ground up (as was the case with Vine when it launched), gives it a quick early-on advantage.

Plus, without a doubt, the notion of having a full 15 seconds vs 6 to convey a message will certainly have a bearing in what types of content are used in each platform.

Nonetheless, I just found it fascinating how quickly things change in the world of social media and ever-emerging platforms and channels, and how it forces brands to constantly be on their toes.

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Marketing strategist from Boston, MA. Sports enthusiast. 3-time Marathoner, 4-time Hood to Coast-er. Impassioned by all things digital and social....