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YouTube fends off Instagram and Vine as marketers’ preferred video tool

31st Jul 2013
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Don’t be fooled by the hype surrounding newcomers Vine and Instagram Video, YouTube has proven that the old ones are the best ones when it comes to video marketing.

SocialBakers pulled data from over 1,100 brand profiles on Twitter to examine nearly 6,000 tweets between June and July and shown that YouTube is still most popular with brands and most engaging with consumers.

Of those branded tweets analysed, 4,863 posted YouTube videos on Twitter – compared to 713 Vine videos and 357 of Instagram’s 15-second films.

YouTube was also shown to take a higher percentage of engagement with 0.0355%, compared to Vine (0.0206%) and Instagram (0.0111%). However, the findings showed that Vine videos enjoyed the highest number of retweets, beating YouTube by an average of 20 to 19, respectively.

First emerging in 2006 before later being bought by Google, YouTube does have the benefit of being an established, well-known platform and boasts a visit rate of 1bn unique users per month.

Twitter’s own video platform Vine didn’t follow until seven years later when the app, which allows users to capture and share short six-second looping videos, was introduced in January earlier this year and now boasts a user base somewhere in the region of 100m users.  

In response to Vine’s growing popularity, Facebook-owned Instagram introduced its own video feature last month, enabling users to record and share clips of up to 15 seconds.

Adrian Moxley, CMO and co-founder of WeSEE, said of the Instagram video news: “Online short-form video is certainly where the advertising industry is headed.

"The captive prime-time audience is a dying thing with Video-On-Demand services like Netflix and brands can get significantly more bang for their buck through digital campaigns than more traditional TV or broadcast campaigns, as they’re only paying for clicks, views or engagement levels.”

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