Video technology company launches new product set for brands looking to take advantage of 6-second revolution in social video advertising.
NEW YORK, LONDON, BERLIN, PARIS, STOCKHOLM – June 25, 2013 – The number of Vine tweets sent every second has almost doubled in just two months.
That’s according to new data released today by video technology company Unruly, which found the average number of tweets containing a Vine link had risen from five every second during April to nine every second during the first three weeks of June*.
Interest in Vine – a Twitter-owned mobile app which allows users to create six-second video loops and share them across the social web – has grown exponentially since its launch earlier this year. It currently has more than 13 million users. With branded Vines four times more likely to be shared than video ads and mobile data traffic set to increase 13-fold between 2012 and 2017, advertisers have been quick to experiment with Twitter’s short-form mobile video platform.
Brands and agencies looking to make the most of this surge in Vine activity now have the chance to amplify, optimize and analyze the success of their campaigns across the social web using the industry’s first end-to-end social video product set for Vine launched by Unruly today.
Advertisers will not only be able to create Vine content using Unruly’s creative solutions services they can also evaluate Vines for shareability and effectiveness using Unruly’s ShareRank algorithm; they’ll also be able to distribute Vine content to a global audience of 978 million users and benchmark the social footprint of their Vines against their competitive set.
“Vine and other platforms, most recently Instagram, are leading a revolution in social video sharing,” said Unruly COO and co-founder, Sarah Wood. “Mobile video consumption tripled in 2012; video is the fastest growing ad format worldwide and Vine is changing the social video landscape, six seconds at a time. Advertisers can get ahead of the competition, grow their social footprint and extend their mobile reach by including Vine as part of an always-on content marketing strategy.
“Brand marketers who are serious about their content marketing strategy understand that there’s more to social video success than a YouTube view count. The social video ecosystem is developing rapidly to meet changing consumer habits and brands can now embrace a multitude of platforms across a fragmented media landscape to reach and engage their audiences wherever they’re discovering and sharing videos,” continued Wood.
Unruly is the first provider in the social video space to launch an end-to-end technology product set to amplify, optimize, and analyze Vine and similar short-form social videos. Brands and agencies can now:
- Create Vines – Unruly is building a network of experts in Vine content creation who can partner with brands to create Vines and re-purpose their longer-form videos;
- Evaluate Vines - Advertisers can use Unruly ShareRank™ to test the ‘shareability’ of their Vines pre and post launch;
- Distribute Vines - Unruly has launched a Vine app and a Vine Social Video Player so that advertisers can now distribute their Vines across the social web to Unruly’s audience of 978 million global unique users;
- Optimize Vines – Brands can optimize their Vine campaign performance by using Unruly’s Dynamic Creative Optimization technology to automatically display the best-performing Vine by campaign KPI;
- Measure Vines – Brands can track the social success of their Vine creatives and compare it to other Vine and video creatives in seconds using Unruly Analytics™.
“Vine’s explosive growth as a video sharing vehicle presents brands with countless opportunities for creativity which packs a serious punch into just a few seconds. This type of ‘sugar cube’ content can support and amplify longer form content. We’re excited about providing the same best of breed services for clients creating Vine content as we are already providing for longer form social videos,” said Barney Worfolk-Smith, head of creative solutions at Unruly.
You can read more about Unruly’s product set for Vine and other short form video content here.
The research compares data in a previous report with a sample collected from June 1 to June 20, 2013. Data was sourced from Twitter querying Vine links. Data points were collected using Unruly’s proprietary technology, which powers Unruly Analytics™ and the Unruly Viral Video Chart™.
Video technology company Unruly is the leading global platform for social video marketing and works with top brands and their agencies to predict the emotional impact of their videos and get them watched, tracked and shared across paid, owned and earned media. We use our proprietary technology to turn target audiences into engaged viewers and engaged viewers into customers and advocates. Brands use our social analytics dashboard to benchmark their content, outsmart the competition and demonstrate superior ROI. We’re dedicated to finding elegant, data-driven solutions to the social marketing problems that challenge brand advertisers in today’s cluttered and confusing media landscape.
In a nutshell, brands use Unruly to join the dots on Facebook, YouTube and the social web. The Unruly Viral Video Chart has tracked 329 billion video streams since 2006. With an engaged audience of 978 million consumers, across the full range of mobile, tablet and second screen devices, Unruly has delivered, tracked and audited 2.8 billion video views across 2,500+ social video campaigns for over 400 brands including Coca-Cola, T-Mobile, Volkswagen, Microsoft, Warner Brothers and adidas. We’ve worked with 60% of Interbrand’s Top 100 Best Global Brands and our mission is to deliver the most awesome social video advertising campaigns on the planet.
Founded in 2006, Unruly has 11 offices and employs over 125 people globally. In 2012, Unruly secured a $25 million Series A investment – the largest ever for a private company in the social video space. The company has won over 15 awards including “Best Content Distribution Service” at the Braves Awards; “Digital Innovator of the Year” at the Sunday Times Hiscox Tech Track 100; #14 on the Deloitte Technology Fast 500 EMEA 2012 and #7 at the Media Momentum Awards 2013. To find out more visit www.unrulymedia.com
UNRULY, UNRULY MEDIA, UNRULY SHARERANK, UNRULY ANALYTICS, THE UNRULY VIRAL VIDEO CHART and associated names, marks, logos and designs are trademarks and/or registered trademarks owned by Unruly Group Limited in the United Kingdom, United States and elsewhere.