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Video Marketing: To Vine or not to Vine?
Jessica McGreal / B2BMarketing.net / November 6, 2013
Six months down the line and Twitter’s six-second video phenomenon has already gained 13 million active users. The app has quickly become a popular marketing medium in the B2C world; while B2B brands are still deciding if the social network will play a bigger role in their content marketing plans.
Now available on Android and in the midst of introducing a range of new features, Vine’s social engagement has almost caught up with YouTube uploads on Twitter, according to a new Socialbakers report. Tweeted YouTube videos earn a 0.048 per cent engagement rate on average, while Vine tweets receive 0.031 per cent engagement.
Meanwhile recent research by Unruly showed branded Vines are four times more likely to be shared than branded online videos, with five Vine videos tweeted every second. However, the same study revealed that only four per cent of the top 100
shared Vines were made by brands. Despite clear benefits the majority of brands are still not venturing beyond the traditional social space.
So, what does this recent activity mean for B2B, is Vine a useful social channel, or a platform more suitable for celebrities, teenagers and felines?