It seems like many want Vine and Instagram to fail, but despite the reticence to be excited about new social engagement opportunities, these networks are growing faster than ever.
And with new research that shows branded Vines are four times more likely to be shared than video ads, marketers may just be learning that there are positive, value-adding strategies versus roadblocks and pre-rolls that force consumers to consume unwanted ad messages.
Value wins, and the sharing from niche networks to mass networks (ala Instagram to Facebook, and in this case, Vine to Twitter) will only grow these networks…
According to a study by video tech firm Unruly, 6-second Vine videos are being posted to Twitter at the rate of 9 per second, which is up from 5 per second two months ago…
The Unruly survey says that Vine now has more than 13 million users, and that the service is popular with advertisers since branded Vines are four times more likely to be shared than video ads.
Despite the hype, not everyone is enamored with the idea of sharing short video on social media…
via Vine use on Twitter up almost 100% in last two months, says survey.
On that last part about “hype,” who cares if not everyone is enamored? One may say that perhaps the author just needed a conflict to continue the story, but that’s not the case.
Perhaps a better question is, why do humans continually resist adaptation to emerging technologies — or the proposition that they will ultimately fail? Because they all will fail.
Some will succeed, but inevitably all will fail. We will evolve our habits and move to the next thing — whether it’s 3 weeks or 30 years, everything is tentative and temporary. And I’m glad.
Seasons are good. Both in weather and in technology. They spurn action, create innovation and prohibit us from falling into staid routines.
After all, are you still surfing AOL’s closed web and using that Hotmail.com email address?
Oh…you are? Nevermind. I’ll fax you in 10 years, and we can grab a cappuccino.
GREG SWAN 