It’s been a few days now since Facebook launched their latest video offering, Instagram Video, to rival Twitter’s Vine. But does this newcomer to the video market signal the death of Vine’s six second videos?
Since Vine was released last winter it has become one of the most successful mobile apps ever. Over 10% of US iPhone users have become active film editors thanks to Vine and the app has become a staple in the top 10 apps on the iPhone download chart. However, since Instagram’s video release Vine has slipped, dropping from 5th to 12th in UK downloads, while Instagram received a huge 5 million downloads in the first 24 hours.
There are a few key differences between the two services, for those of you who aren’t aware here’s a rough outline.
Definitely the biggest difference between the two. Vine only lets users create 6 seconds worth of video while Instagram stretches all the way to 15. Fans argue Vine’s limit demands users to be creative while critics feel it is limiting.
Ease of use
Instagram’s video offering has been created so it forms an integral part of the app. This means it already has a huge fan base of over 130 million users per month. On the other hand Vine is a dedicated video app, so when a user wants to make a video they automatically think of Vine.
Unlike Vine, Instagram lets you focus and stabilise your camera, allowing for a wider variety of shots.
Vine has embraced the ever popular GIF by looping its 6 second videos, adding a charm and meme quality to its videos. Many creators also dedicate time to creating the perfect ‘loop’. Sensibly Instagram hasn’t adopted this feature, its longer format is better suited to telling stories than a GIF style loop.
(Incidently you can’t embed Instagram videos either)
Instagram has carried its popular photo filters over to its video offering. This is a blessing for any fan of black and white and can cleverly hide less-than-perfect scenes. Instagram also lets the user delete the last in the series of shots, something Vine users have been wanting for a while.
But is Instagram a Vine Killer?
Well it’s unlikely. Vine has had a 6 month advantage on Instagram and is strongly supported by early adopters who won’t appreciate the ‘copycat’ Instagram, so Twitter’s service is unlikely to kick the bucket anytime soon, particularly if it continues to regularly update its product.
Both Vine and Instagram offer brands huge potential, video is a far more effective medium for sending messages than text or images. With two services now offering different avenues for advertising marketers now have greater scope and reach than ever before.
The two video services offer both brands and users very different things. Vine operates in a similar way to Twitter, users have to consider what it is they are trying to convey and craft the best way to share that update. With 140 characters or 6 seconds there is no room for waffle or filler. Facebook and Instagram on the other hand are much more forgiving, you can take the time to tell a story, go into greater detail and share much more with your audience.
There may be some initial jostling about which video service is better but as long as both brands keep pace, Vine and Instagram should settle into their own niches. What’s going to be more interesting is how brands use both to promote themselves, and that’s what we should keep an eye on.
Take a look at this article for more industry opinions from 100heads, Mindshare and Ebuzzing.