Vine recently surpassed Instagram for Twitter mentions, further indicating video content is the marketing wave of the future.

In another sign that video content is quickly becoming one of the most effective ways to reach internet users, Topsy Analytics recently published a chart showing Vine surged past Instagram for Twitter mentions on June 7, 2013. For continuous social media marketing success, brands must find ways to leverage their content on new channels like Vine. However, new networks often require creativity for conversions.

Nick Bilton, a columnist for The New York Times first noted Vine’s looming conquest of Instagram in a June 4 Tweet. Topsy Analytics now confirms Bilton’s prediction, showing links to spike upward beginning June 4, just after a new Android-friendly version of the micro-video sharing application was released.

Topsy Analytics shows Vine Twitter mentions pass Instagram.

Marketers that want to capitalize on Vine’s popularity shouldn’t necessarily feel pressured to make a hard sell in their six-second video clips, Brafton previously advised. Rather than making hard sells, brands can reach their target audiences with sneak peeks into operations (like our new Vine video) or introduce prospects to people behind the scenes.

A recent AOL Be On survey reveals marketers see a number of benefits with video marketing such as audience targeting, better reach and engagement. New channels present brands with opportunities to get creative and find new ways to promote products and start conversations online. These interactions drive traffic and lead to conversions down the road.


Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.