Social media marketing plays a vital role in how businesses represent themselves online. While companies look to increase transactions through educational social media content, many other brands use networks to build their online voice and engage audiences. The new smartphone application Vine, which was recently purchased by Twitter, helps marketers do a little bit of both. Need an example? Check out Red Square Agency’s Valenvine campaign here.
To make Vine a marketing-friendly application, Simply Measured launched a new analytics tool specifically for the network, and brands and individuals can use it for next to nothing. Professionals who want a sneak peak must announce the tool with a Tweet to gain access.
The analytics tool provides marketers with a variety of statistics relevant to Vine engagement and interaction over the past seven days. The data shows the following metrics:
- Total engagement - the number of Retweets and replies from video content.
- Unique people - the volume of impressions made via Vine content.
- Potential reach and impressions - insights on the number of (potentially) exposed users based on sharing around the media.
- Users statistics - profiles of user accounts who engaged with Vine content, including location, Klout score and general demographics.
- Comparison data - overview of reactions from Vine videos and other shared media on Twitter.
- Most engaging content - which Vine videos saw the most views.
The analytics tool only measures data for clips shared via Twitter, and the feature is limited to accounts with 100,000 followers or fewer. Brafton reported that Vine could be used as a preview network – giving prospects a taste of longer-form video content hosted elsewhere, like on YouTube or branded websites. With a new analytics tool, marketers may be more willing to explore how Vine can fit into their social media marketing campaigns, and allows Twitter to further promote and carve out a niche for the network.