Unruly / News / Unruly Unveils Top Vine Metrics And 100 Most Tweeted Vines To Celebrate App’s 100-Day Birthday

Unruly Unveils Top Vine Metrics And 100 Most Tweeted Vines To Celebrate App’s 100-Day Birthday

Five Vine videos are shared on Twitter every second. That’s according to new research released today by video technology company Unruly into the sharing patterns surrounding Twitter’s popular new mobile video app, which this week celebrated its 100-day birthday.

Using data collected from Unruly’s new Vine app, the study also found that branded Vines are four times more likely to be shared than branded online videos and that, generally, more Vine tweets occur during the weekend than all of the weekdays combined.

Collecting data from over 10 million Vines during a one-month period, it found that:

  • On average, 5 tweets per second contained a Vine link;
  • Weekends are the most popular time to share Vines. In fact, in most cases, they are more popular than all the previous weekdays combined;
  • Branded content accounts for 4% of the Top 100 tracked Vines (in comparison, only 1% of content is branded in the Unruly Viral Video Chart Top 100 Most Shared Videos);
  • Between 10-11 am EDT is when most Vine activity occurs;
  • Out of the 10 million Vines sampled, only 433 had more than 500 tweets, 176 had over 1,000 tweets and just 51 had more than 2,000 tweets;
  • The largest number of Vine tweets during the sample period (19,667) was sent on Monday, April 15 at 3-4pm EDT – just after the Boston Marathon explosions;
  • The number one Vine tracked over the period had 47,000 tweets, while the 100th most shared Vine video had 1,400 (see link below for top 100).

“This data can really help brands determine a strategy for using Vine in their marketing efforts. We have already seen brands like General Electric, adidas, AT&T, Volvo, Pepsi-Co and GAP adapt to the platform,” said Matt Cooke, CTO and co-founder at Unruly. “Vine is being used in a very complementary way to Twitter, with the 6-second video becoming the ‘ad’, much like the 140-character tweet.”

Top 20 Most Tweeted Vines

1Harry StylesEmo’s getting ready47,894 http://vine.co/v/btBiEqQpgeU
2DougBoston Marathon news39,546http://vine.co/v/bFdt5uwg6JZ
3Harry StylesRunning and getting swooped at33,757http://vine.co/v/bUn7ddg2j9r
4Lou TeasdaleClickin clubbing25,146http://vine.co/v/btbFIFKh9qX
6TylerTheCreatorReal Harlem Shake12,573http://vine.co/v/bDFIMdrr6BK
7Mike CarrollFBI agent climbing11,015http://vine.co/v/bU6YvrOvnvx
8Mike LernerThat’s a lot of phones7,515http://vine.co/v/bUMaEpnnjLn
9The WolverineMovie Teaser7,312http://vine.co/v/bDExaiMjJ1F
10Will SassoI Will Always Love You7,076http://vine.co/v/bgep05eMY3l
11Lou TeasdaleHappy Birthday Tour6,751http://vine.co/v/bDMMiIjLVq0
12Darren CrissBlaine/Darren6,204http://vine.co/v/bUXa5dq22HW
13Wiz KhalifaBest mom ever6,121http://vine.co/v/bFqbzzH2zmD
14Lou TeasdaleMe and Niall tour bus5,525http://vine.co/v/bDbuFEZd1BX
15Wiz KhalifaIm finna teleport5,403http://vine.co/v/btlIn0b067x
16Uncle BlazerPSA4,974http://vine.co/v/bj17p6hiiv0
17Darren CrissPrincipal’s office4,629http://vine.co/v/bTKiUUpZJFd
18Darren CrissBlaine on tour4,290http://vine.co/v/bPF6rA5bjpL
19Kellin QuinnMe getting naked4,142http://vine.co/v/bjj6erPUPEa
20Marlo MeekinsMarLo Meekins’s post3,972http://vine.co/v/b623zdwVuJB

“Vine sharing is really starting to take off. In just over 100 days, we are already seeing 5 Vine videos being shared every second. There is a massive opportunity here for brands to get really creative with this 6-second sensation, either to grab people’s attention quickly or as part of a much larger content marketing strategy,” continued Cooke.

“However, advertisers need to remember the fundamentals of why people share videos, short or long. First, they need to elicit an emotional reaction from their audience, and secondly they need to give their consumers a reason to share.”

To view the 100 Most Tweeted Vines, please click here. Unruly has also developed a Social Video Player plug-in that allows brand to integrate Vine into their current social video campaigns.

You can gain more insight into Twitter’s Vine app by downloading Unruly’s Guide For Brands On Vine here.


About the Methodology

The data collected is from March 22, 2013 to April 22, 2013. Data was sourced from Twitter querying Vine links, and over 10 million Vines were collected by Unruly during the sample period. Data points were collected using Unruly’s proprietary technology, which powers Unruly Analytics™ and the Unruly Viral Video Chart™.


About Unruly

Unruly is a video technology company that 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.

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 and #14 on the Deloitte Technology Fast 500 EMEA 2012. To find out more visit www.unrulymedia.com

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