Instagram or Vine Video for Business? – “Ain’t Nobody Got Time for That!”

Instagram or Vine Video for Business? – “Ain’t Nobody Got Time for That!”

Most of you probably already realize that Instagram is not just for photos anymore. On June 20th 2013, Instagram announced its 130 million monthly users will now be able to shoot and share 15-second videos. All of which can be stylized with one of their 13 special filters.  This new feature makes it a direct competitor to Vine, another social media platform connected with Twitter that lets you share and loop short video clips. With all of the social media platforms now a days many are probably saying- “great another thing to keep up with” or much like the in-famous Sweet Brown “ain’t nobody got time for that!” See the YouTube phenomenon, Sweet Brown video reference here.

However your days of wondering are over. Thanks to Edelman, a reputable, worldwide public relations firm, we now know the difference between these two platforms. Edelman has recommended using each of these different platforms or both, Instagram and Vine, for different reasons and what you need to consider in order to get the most out of your time and effort spent into posting videos on social media.

This is a repost of Edelman’s “Friday5 | Vine & Instagram Video: 5 Brand Considerations” posted on Friday June 21st 2013.
Why It Matters by Bill Mrazek

“Although updates to new social apps and platforms are a dime a dozen, it’s not often that two mainstream social apps like Instagram and Vine go head-to-head with software updates that could change a brand’s social presence. However, yesterday’s announcement of Instagram Video and the pending Vine updates are sure to induce that “shiny new object” itch in social brands.

By now, the differences between Vine and Instagram Video’s capabilities and user interfaces have been exhausted. So, here are five considerations to help brands determine whether to create content for Vine, Instagram Video, or both.

1. Community Presence
Similar to any social platform, it’s important to consider the implications of the presence of a brand’s fan base on Vine or Instagram as well as the ownership of each (Twitter and Facebook). Seeing as there are limitations for cross promoting Vine to Facebook and Instagram Video to Twitter, it’s necessary to determine where the community would appreciate the brand’s presence most. It’s worth noting Instagram’s sharing capabilities to Facebook, Twitter (not-embedded), Tumblr, Flickr, Email and foursquare increase its exposure.

2. Social Reach: Paid and Organic
The opportunity for paid support behind content on each video-sharing app is yet to be determined. Content from Vine can be shared seamlessly to Twitter and Instagram Video to Facebook. Twitter’s Promoted Campaigns and Facebook’s Promoted Posts will both present the opportunity for increased exposure to the content and a brand’s presence on the new platforms. Time will tell which platforms achieve better reach through paid or organic posts.

3. Timely Content and Engagement
This is where the specific features of each video sharing app come into consideration. While Instagram Video allows the brand to provide a more cinematic experience (multiple edits, filters, image stabilization, etc.), while Vine’s un-editable, six-second loops deliver an on-the-go, quick and raw experience. Brands may find both useful, whether the brand is featuring a new product, demonstrating an experience of its service or sharing real-time content from events.

4. Search and Monitoring
With the ability to use hashtags and tag individual users, both Vine and Instagram Video are optimized for search. These functions will enable brands to search for user generated content, as well as easily track how users are sharing the brand’s content and branded hashtags. This also allows users to track relatable, trending topics.

5. Glocalization
The localization of brands’ social presence is becoming increasingly important, and luckily, both Vine and Instagram Video allow geo-tagging for content and cross promotion to foursquare. However, with the growing popularity of local pages on Facebook, Instagram Videos have an upper hand in reaching local communities. Brands can organize video content by specific locations and feature user generated content from local pages by posting the content to the official brand page – generating national or global exposure.

The demand for brand video content will continue to grow (including YouTube’s on-demand long-tail content), especially as Instagram Video and Vine’s interfaces provide immediate content with low barriers to entry.”

We hope this gives you a little more insight into the decision of posting an Instagram or Vine video. Which do you think is best for your brand?

Blog Credits: Blog adapated from Edelman’s “Friday5 | Vine & Instagram Video: 5 Brand Considerations” posted on Friday June 21st 2013. Why It Matters by Bill Mrazek and statistics from “Instagram launches 15-second video feature” on CNN. Instagram vs. Vine graphic created by the Bee’s Knees Custom Design using their original logos.