It’s evident by looking at data that Vine loops appeal to audiences. With the short, interactive and snackable content on Vine, engagement rates are inherently high. When taking into account that Vine loops are equalized into 1 view based on the 5:1 ratio we determined, we see that engagement rates are substantially higher than on YouTube, the destination for more established video-based influencer campaigns.
Our analysis shows that Vine loop engagement is 5.5 percent for a targeted campaign for kids and parents when counting comments and likes. In comparison, you see 2.6 percent engagement for the same product marketed using YouTube influencers.
According to GlobalWebIndex, 9 percent of the U.S. are on Vine. This equates to about 27 million people. In late 2013, Vine announced that 40 million accounts had been registered. Every month, 100 million people across the web watch Vine videos. Since there are a variety of Vine compilation and curation properties these 6-second features make their way across the web. YouTube compilations and individual Vine feature sites dot the web as well. Here, here and here are a few examples.
A significant portion of youth, 25 percent of teens, use Vine to watch videos, create videos and interact with others. According to the U.S. Census teenagers, those 10-19, represent 13 percent of the country with about 42 million people. You can see they over-index for usage on Vine; 192.
For some social platforms are places to interact with friends by sharing links, videos, pictures and thoughts. For others social platforms are distribution methods; places for people to launch their transmedia careers. Vine creators work across interests and genres to appeal to users in 6 seconds or less.
For a children’s targeted product, ION is running an influencer campaign with both YouTube and Vine influencers. Below are a few great examples of top Vine creators:
Brands are also getting into the 6-second act on their owned pages:
Of course, marketers are using these Vine influencers to create great content and reach new audience, too: