MASTERCLASSING

Nine Vine Videos Posted Every Second, says Unruly

Alex Spencer

The frequency of Vine video tweets has almost doubled in just two months, according to data from video technology company Unruly, from five every second in April to nine every second.

That's equivalent to 777,600 Vine videos shared a day – particularly germane when compared to the news that Instagram saw 5m videos uploaded in the first 24 hours after that functionality was added.

Vine has over 13m users – a figure that's harder to compare with its rival, which essentially has a userbase of 130m, Instagram's total monthly active users, though many of them won't have used videos yet.

Some good news for Twitter is that, according to Unruly, branded Vines are four times more likely to be shared among consumers than regular video ads.

“Vine and other platforms, most recently Instagram, are leading a revolution in social video sharing,” said Unruly COO and co-founder Sarah Wood. “Mobile video consumption tripled in 2012; video is the fastest growing ad format worldwide, and Vine is changing the social video landscape, six seconds at a time. Advertisers can get ahead of the competition, grow their social footprint and extend their mobile reach by including Vine as part of an always-on content marketing strategy.”