The Data Behind 5 Big Brands on Vine
I’ll try to spare you any of the “vine” clichés that you’re most likely very sick of at this point.
Vines have been sprouting up all over Twitter lately (dangit, I tried).
The 6-second clips are all the rage among aspiring iPhone cinematographers, but it’s also being used by companies to share products, promote events, and build their brand.
We know that when it first came out, everyone wanted to jump on the hot new bandwagon, but it turns out several brands have seen continued value in the video-sharing service.
So how, exactly, are brands using it? And what can we learn from them? Here are five companies who’ve posted Vines over the last seven days. Using Simply Measured’s new Free Vine Report, we took a look at how those Vines performed on Twitter.
MTV Style posted 16 Vines over the last week, amassing over 1.4 million potential impressions, a stat that was led by this Vine of Ryan Lewis and Macklemore taking the stage at their MTV Woodies award show. The tweet was retweeted by other MTV properties and had over 116 thousand potential impressions.
— MTV Style (@MTVstyle) March 15, 2013
While MTV’s 16 Vines only inspired 26 people to take take action, the impact of a Vine Tweet is that the embedded video dominates the screen when a user scrolls through. For a brand like MTV who’s endgame is driving users to another medium anyway, Vine provides an optimal way to do that.
USA Today posted seven Vines over the last week, engaging 61 people for over 3.5 million potential impressions. Far and away, their most engaging vine was this one:
Happy Pi Day! Hope you're celebrating the same way. http://t.co/GAdoce2zCK
— USA TODAY (@USATODAY) March 14, 2013
When looking at the Simply Measured “Which Vines Should You Grow” chart below, it becomes pretty obvious that USA Today could invest more time in the fun, playful branding they used on Pi day. Every other Vine follows the same formula of displaying the day’s paper, and underperformed compared to their slice of Pi.
The trendy clothing store chain uses Vine to showcase their new lines, collections and displays throughout their stores. Over the last week, they’ve posted seven Vines showcasing product.
— Urban Outfitters (@UrbanOutfitters) March 18, 2013
Digging through their data, we can see that Urban Outfitters is finding more engagement with Vines than with some other links they post to Twitter. When you pair this with the engagement they see from Youtube clips, this could inspire the brand to integrate video deeper into their marketing strategy.
Gap has only posted two Vines in the last week, including this post (oddly enough, also a clip of Macklemore performing) from their SXSW party.
— Gap (@Gap) March 16, 2013
Even though the Vine clip was posted from the festival in Austin, 100% of their engagement came from New York. This could inspire Gap to cater their Vine marketing to a Big Apple Audience.
Rolling Stone has only Tweeted a single Vine this week, but because of their audience size, that one Tweet had over 2.5 million impressions.
— Rolling Stone (@RollingStone) March 16, 2013
I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.