If a marketer has to choose between Instagram Video and Vine, what should they choose?
Considering, Vine is a relatively new social video platform with immense traction and the popular photo sharing app Instagram just rolled out 15 seconds videos features, marketers across the globe are pondering on what their go-to video sharing platform should be.
Here are 3 factors to consider before you make a decision:
1. Twitter VS Facebook
The choice of platform will depend on how you go about your marketing. If you have a heavily engaged community on Facebook where most of your interactions happen, then Instagram Video #InstaVideo should be a good fit. However, if you are always active on Twitter and have mores allegiances there, Vine should make more sense. If you have a strong focus on both Twitter and Facebook, then you should be doing both. A key consideration in such a senario will be to understand what platform you should choose for a certain kind of activity. For example, a news publisher might want to use short Vine clips about real time reports, whereas a CPG brand might use InstaVideo for running UGC promotions.
2. Quirky VS Cinematic
My personal belief is that Vine with the 6 seconds limitation and looping functionality puts a lot of restrictions that get the best out of a creative community. This is very Twitter-like with a focus on brevity. The 6 second time limit, helps get some amazingly creative and quirky content. But you need specialists to create this kind of content. Not everyone can make interesting videos on Vine, simply because of the time limit. Stop motion seems to be the best way to use the six seconds effectively.
Here are some great examples of quirky content on Vine:
This was my first post on vine :
On the other hand, Instagram videos are 15 seconds, which is half of a 30 second TV spot and provides ample opportunity for linear content and storytelling. Infact, I won’t be surprised if brands start adapting their TV spots or creating special content for Instagram. As such, I believe Instagram Video will provide a more cinematic experience, since the app already had options for editing, applying filters and image stabilisation. The 15 seconds limit also makes is easy to use for the masses. Expect to see much much more content on Instagram video than Vine, but I doubt if they will be ever as quirky as the 6 second Vines.
Here are some quick examples, where you can see storytelling in action:
Since these are early days, I see a lot of early adopters using InstaVideo, who have already been exposed to the Vine way of shooting videos (fast cuts). But I am positive people will start creating more linear content. That being said, there is no end to quirk and what a creative mind can do. Check out this in retrospect – http://instagram.com/p/a2_ao9Fb31/
3. Open VS Closed
The third major factor to consider is whether the platform is open or closed. Facebook (and Instagram) are more closed than Twitter (and Vine). As such the biggest disadvantage on #InstaVideo is that you cannot embed it on any blog or website (like you can do with a Vine) and the content can only be fully experienced either within the Instagram app or on Facebook. Infact, since Instagram removed support from Twitter, last December, whereby you could no longer see Instagram photos on Twitter feeds, I have been in a dilemma whether to shoot photos on the go with Twitter or Instagram. Though Instagram is my default photo app, if I can’t easily share it with my followers on Twitter, I don’t see why I should use it for real-time events instead of Twitter photo. Infact, my Instagram usage for real-time events (concerts, festivals, conferences, ect) has consistently declined after the exclusion.
The inability to embed these videos might be a big constraint if you are a publisher and maintain a blog. Though you should be fine if Facebook is your primary community.
I hope this gives you rough guides to think about as you design your social video content strategy.
The differences in platform features between Instagram Video and Vine have been very neatly documented on Techcrunch. Here is quick comparision chart for reference.