Since Instagram introduced its video feature, marketers have debated whether the Facebook-owned application or Twitter’s Vine is best for social video marketing. People have immediately taken sides, with some proactively lobbying that one network is surely stronger than the other. Unfortunately for Vine and its supporters, data suggests it’s losing the fight.
Using Topsy’s free analytics tool, Marketing Land’s Matt McGee noticed that Vine sharing on Twitter spiraled downward on June 20, 2013, the day Instagram announced its video content function. The previous day, users posted approximately 2.5 million Vine links to Twitter, a figure that fell 40 percent the following day to total 1.5 million. More, Vine sharing has continued to decline since Instagram’s feature launch, with the network under 1 million shares on June 26, 2013, after reaching about 3 million on June 15, 2013.
The latest data paints an ugly picture of the social video sharing world. Vine stood tall earlier this month, surpassing Instagram in Twitter mentions on June 7, 2013, and taking a higher spot in Apple’s application store. Recent Unruly Media data also reported that Vine Tweets sent every second increased from five in April 2013 to nine at the beginning of June 2013. All of this insight may become moot in the coming weeks, as recent fluctuations suggest brands and users are turning to Instagram to create custom content for personal and professional use.