According to an article from eMarketer, the new Twitter-linked video sharing app, Vine, could eventually provide video-sharing opportunities for marketers. Vine is still in its beginning stages, with a reported 2% user awareness, but is expected to help Twitter become a top site for mobile-video sharing.
The Vine app, released on January 24th, has already reached the #1 spot on Apple’s list of free apps. Vine allows iPhone users to record and upload six second videos to their Twitter profiles; its capabilities have many marketers considering the possibilities the app could have for branding should it launch a promoted video product, reported eMarketer.
According to a study from IAB Mobile Marketing Center of Excellence, 92% of those viewing mobile videos share this content; 12% of those shares are on Twitter. With the growth of Vine users, IAB expects the Twitter metric of sharing to rise, which could present brands with a new opportunity to link up their paid, owned, and earned strategies.
Despite the eventual possibilities Vine could offer to marketers, many are not yet on board with the app due to the short length of video and the content issues that have arisen. eMarketer reported that while Vine works out the glitches “it’s a good chance for marketers to evaluate their mobile video strategies, and to look at the newer video options on the market.”
As Vine gains user awareness within the Twitter community, a number of adjustments are expected in order for it to open the doors to marketers looking to increase visibility and presence through video-sharing.
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