What Media Buyers Need to Know About Vine & Instagram Video


More and more media buyers are testing Vine and Instagram video for their clients.  This is a growing trend with branding.  The following are some statistics about mobile video, Vine and Instagram and how effective these platforms are:

  • It is estimated that 2/3 of the world’s mobile data traffic will be video by the year 2017.
  • Mobile comprises more than 25% of YouTube’s global viewing time.
  • Five tweets per second have a Vine link.
  • A branded Vine video is 4 x more likely to be seen than a regular branded video.
  • Instagram has approximately 130 million users, while Vine has only 13 million users.
  • From June 19 to July 19 of this year, Vine videos received .0206% average engagement rate and an average of 20 retweets. Instagram received .0111% average engagement rate and an average of 7 retweets.
  • Most Vine videos are posted between 10am and 11am.
  • On April 15  (the day of the Boston boming), a record 19,667 Vines were made. (Buzzfork)
  • 3 of 5 most retweeted Vines were made by musicians.
  • 2/3 of the world’s top 100 brands were on Instagram even before it rolled out video.
  • Since Instagram launched video, there has been a 37% increase in its shares on Twitter.
  • Videos on Instagram result in 2 x more engagement than Instagram photos.
  • Of the brands on Instagram, 62% have shared at least one Instagram video.