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

09.05.2013 by David Waterhouse
Branded Vines 4x More Likely To Be Shared Than Branded Videos And 5 Vine Tweets Sent Every Second, Says New Research

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

 

Author

Description

RTs

Link

1

Harry Styles

Emo's getting ready

47,894

 

http://vine.co/v/btBiEqQpgeU

2

Doug

Boston Marathon news

39,546

http://vine.co/v/bFdt5uwg6JZ

3

Harry Styles

Running and getting swooped at

33,757

http://vine.co/v/bUn7ddg2j9r

4

Lou Teasdale

Clickin clubbing

25,146

http://vine.co/v/btbFIFKh9qX

5

TylerTheCreator

SIKE!!!!!

16,708

http://vine.co/v/btXPeEhvpjL

6

TylerTheCreator

Real Harlem Shake

12,573

http://vine.co/v/bDFIMdrr6BK

7

Mike Carroll

FBI agent climbing

11,015

http://vine.co/v/bU6YvrOvnvx

8

Mike Lerner

That's a lot of phones

7,515

http://vine.co/v/bUMaEpnnjLn

9

The Wolverine

Movie Teaser

7,312

http://vine.co/v/bDExaiMjJ1F

10

Will Sasso

I Will Always Love You

7,076

http://vine.co/v/bgep05eMY3l

11

Lou Teasdale

Happy Birthday Tour

6,751

http://vine.co/v/bDMMiIjLVq0

12

Darren Criss

Blaine/Darren

6,204

http://vine.co/v/bUXa5dq22HW

13

Wiz Khalifa

Best mom ever

6,121

http://vine.co/v/bFqbzzH2zmD

14

Lou Teasdale

Me and Niall tour bus

5,525

http://vine.co/v/bDbuFEZd1BX

15

Wiz Khalifa

Im finna teleport

5,403

http://vine.co/v/btlIn0b067x

16

Uncle Blazer

PSA

4,974

http://vine.co/v/bj17p6hiiv0

17

Darren Criss

Principal’s office

4,629

http://vine.co/v/bTKiUUpZJFd

18

Darren Criss

Blaine on tour

4,290

http://vine.co/v/bPF6rA5bjpL

19

Kellin Quinn

Me getting naked

4,142

http://vine.co/v/bjj6erPUPEa

20

Marlo Meekins

MarLo Meekins's post

3,972

http://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

UNRULY, UNRULY MEDIA and associated names, marks, logos and designs are trademarks and/or registered trademarks owned by Unruly Group Limited in the United Kingdom, United States and elsewhere.

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