When Twitter bought and promptly launched Vine at the start of the year, some brands were quick to start experimenting, giving the six-second video the seal of approval. Six months on and Facebook-owned photo-sharing app Instagram launched its answer to Vine on June 20, allowing users to create 15-second videos. The media made much of pitting Vine and Instagram against each other. Exclusive data collated for PRWeek by Simply Measured shows that, following the hype, big brand activity on Vine and Instagram video is still small.
Data reveals the most active Interbrand 100 brands and raises the question about whether the companies view these new platforms as an essential part of a social media strategy.