If Twitter-launched video app Vine is any indication, mobile video content seems to be moving in the direction of short and social. On January 24, Twitter announced Vine, an iPhone app that enables users to record videos of up to 6 seconds and then easily share them with their Twitter followers. The app reached No. 1 among free apps in the Apple social app store the day after its release.
Still, Vine is new to the market, and awareness remains low overall, according to an AYTM Market Research survey of US internet users conducted a few days after the app’s launch. Just under 2% of US internet users surveyed said they had signed up for a Vine account.
Another 3.5%, although not Vine users, said they had viewed Vine videos online, and 8% said they’d heard of the app. The overwhelming majority, 86.5%, said they were unaware of Vine.
Although Vine has not launched an advertiser solution, industry pundits speculate the service may release a promoted video product, along the lines of Twitter’s Promoted Trends.
Given the tight link with Twitter, Vine could help the social network become a top video-sharing site and have interesting mobile-social implications for video advertisers. Since nearly all mobile video viewers are mobile video sharers, Vine may be a good opportunity for brands looking to link up their paid, owned and earned strategies.
According to the IAB Mobile Marketing Center of Excellence, 92% of mobile video viewers had shared mobile phone videos with their friends and social networks, with tweeting accounting for 12% of shares. That figure could rise if Vine turns video into a more prominent part of the Twitter service.
It will also be interesting to see how advertisers approach Vine’s length limitation (6 seconds)—whether they use it to tease longer-form content, or they embrace the quick, snackable length.
The IAB also found that videos between 3 to 5 minutes long were the sweet spot for consumers. Half of mobile video viewers viewed content of that length, and 20% viewed video content on their phones that was less than 2 minutes in length.
Still marketers may not be ready to jump fully on board just yet. Vine has encountered some problems with adult content, which may make some brands leery to associate with the platform. While Vine works out those kinks—including adding a higher age rating to the app—it’s a good chance for marketers to evaluate their mobile video strategies, and to look at the newer video options on the market.