By Bill Mrazek, Assistant Account Executive, Chicago
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. 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). There are limitations for cross promoting Vine to Facebook and Instagram Video to Twitter, so it’s necessary to determine where the community would appreciate the brand’s presence most. It’s worth noting that 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. 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 featuring a new product, demonstrating an experience of its service or sharing real-time content from events.
4. Search and Monitoring
Both Vine and Instagram Video are optimized for search with the ability to use hashtags and tag individual users. These functions 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 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.
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