This article originally appeared on alistdaily.com
By Robert Brill
It’s evident by looking at data that Vine “loops” appeal to audiences. With the short, interactive, and snack-able content on Vine, engagement rates are inherently high. When taking into account that five Vine loops essentially equal one YouTube view (this is how the ratio was determined), we see that engagement rates are substantially higher than on YouTube, the destination for more established video-based influencer campaigns.
Our analysis shows that Vine loop engagement is 5.5% for a targeted campaign for kids and parents when counting comments and likes. In comparison, you see 2.6% engagement for the same product marketed using YouTube influencers.
According to GlobalWebIndex, 9% of the US are on Vine. This equates to about 27 million people. In late 2013, Vine announced that 40 million accounts had been registered. Every month, 100 million people across the web watch Vine videos. Since there are a variety of Vine compilation and curation products, these 6-second features make their way across the web. YouTube compilations and individual Vine feature sites dot the web as well. Here, here and here are but a few examples.
A significant portion of youth — 25% of teens — use Vine to watch videos, create videos, and/or interact with others. According to the US Census, teenagers, those between the ages of 10 and 19, represent 13% of the country — totaling 42 million. You can see they over-index for usage on Vine; 192.
For some, social platforms are places to interact with friends by sharing links, videos, pictures, and thoughts. For others, social platforms are distribution methods; places for people to launch their transmedia careers. Vine creators work across interests and genres to appeal to users in 6 seconds or less.
For a children’s targeted product, ION is running an influencer campaign with both YouTube and Vine influencers. Below are a few great examples of top Vine creators:
Brands are also getting into the 6-second act on their owned pages:
Of course, marketers are using these Vine influencers to create great content and reach new audience, too:
Alistdaily.com is the insiders’ source for editorial focused on entertainment marketing news, and content partner with VideoInk. It’s been lightly edited from its original version. Follow [a]listdaily on Twitter @alistdaily or subscribe for the latest news, data, and more in your inbox.