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

“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™.

This quarter we’ll be popping up at some of the hottest content marketing and social video events on the planet!

From Cannes to Shoreditch - we’ll be giving some hands-on workshops and presentations, screening the best branded content out there right now and explaining the science behind sharing.

Join our CEO, Scott Button at Cannes Lions 2013 as he runs a hands-on workshop about how brands can make video content which causes people to laugh out loud, tingle with anticipation or feel the hairs on the back of their neck stand on end.

Or hop along to Brand Innovators in New York to hear more about emerging platforms, consumer behaviour and how to reach consumers across multiple screens.

Wherever you are in the world, come along if you want to hear how you can create contagious content, how you can predict a viral hit and take away some top tips for social video success.  

Check out our upcoming events calendar below and make put it in your diary if you want to say hello!

WOMM-U

When: 20 May, 2.45 – 3.45 pm CDT

Where: Radisson Blue, Chicago, IL

Who: Unruly VP of Sales, Amanda Farrell

What: Join us for a panel on the ‘Recipe for the “Secret Sauce" in Creating Contagious Content’.

An interactive session showing the best branded videos, revealing share rates and showing the science behind the sharing.

Sign up!: http://www.womma.org/calendar/detail/3/WOMM-U

Brand Innovators

When: 13 June, Time TBC

Where: L’Oreal, Redken Exchange Theater, New York

Who: An Unruly!

What: Unruly will be at Brand Innovators’ Integrated Media Buying Summit. Come and join us for a day of discussions about emerging platforms, consumer behavior and how to reach consumers across multiple screens.

Sign up!: http://brandinnovatorsintegratedmediabuying.com/

Digital Shoreditch

When: 22 May, 11.00 - 11.20am (Cat: Unruly ShareRank)  20^th May from 2.30 – 2.50pm (Deana: City Unrulyversity)  

Where: Shoreditch Town Hall, Assembly Hall

Who: Cat Jones, Director of Product Innovation, and Unruly’s Chief People Officer, Deana Murfitt

What: Cat will be presenting data from Unruly ShareRank, our proprietary algorithm which allows advertisers to accurately predict the ‘shareability’ of a video, before it is even launched. She will also be dispelling some social video myths. Deana will be presenting alongside Caroline Wiertz, Associate Professor of Marketing at Cass Business School, about City Unrulyversity, the pop-up university at the heart of Tech City which, in collaboration with Unruly and City University, is on a mission to inform, inspire and empower a new generation of Tech City entrepreneurs.

Sign up!: https://tickets.digitalshoreditch.com/

FODM

When: 6 June, 9.15am – 5.30pm

Where: Grange Tower Bridge Hotel, London

Who: Unruly co-founder and COO, Sarah Wood

What: Sarah will be presenting a ‘7x7 session’ – a seven-minute session on ‘The Seven Trends for Social Video’. Find out what brands are already winning big and hear Sarah talk about the hottest trends in social video right now.

Sign up!: http://econsultancy.com/uk/events/fodm_london

Cannes Lions

When: 20 June, 9.30-10.30am and 2-3pm

Where: TBC

Who: Unruly co-founder and CEO, Scott Button

What:Join Unruly at the highly-anticipated Cannes Lions 2013. Our CEO Scott will be presenting on ‘The Golden Rules of Advertising’. Join this interactive session for a rollercoaster ride through video content; the most exhilarating, powerful and spellbinding medium of our times.

Sign up!: http://www.canneslions.com/the_festival/programme/event_detail.cfm?event_id=934

9^th Annual RBS Media Conference

When: 25^th June, TBC

Where: TBC, London

Who: Unruly co-founder and CEO, Scott Button

What: Join Scott as he talks about ‘How Technology is Disrupting the Media Landscape’.

Sign up!: http://www.rbsevents.co.uk/media-conference/

CDN World Forum

When: 26 June, 4.55pm

Where: National Hall, Olympia, London

Who: Unruly Co-founder and COO, Sarah Wood

What: Join Sarah as she talks about ‘Video Content Optimisation and the 7 Myths of Social Media Marketing’. Find out if size does matter? Can celebrity stardust make a difference and what's with the wave of anti-social "punk ads" currently sweeping the Internets?

Sign up!: http://www.cdnconference.com/conference/conference-agenda.html

IAB FMCG Forum

When: 27 June, 12.30 – 5pm

Where: IAB Offices, 14 Macklin Street, London

Who: Oliver Smith, Commercial Director EMEA, and Laura Huthwaite, Account Director

What: Join Olly and Laura as they discuss two years of research spent looking at the DNA of what makes a social hit. They will also discuss the FMCG ads we wish we’d made and what makes them so special.

Sign up!: http://www.iabuk.net/events/library/fmcg-forum-0

Shoppers get prank calls, cats do yoga and Renault takes speed dating a bit too literally. Yep, it's just another week in Adland.

But which new ads have been gaining eyeballs on the Unruly Viral Video Chart over the last seven days? Which ads have been the talk of the online world this week? Well, here are our five picks:

It seems people will do anything to get their hands on the new Samsung Galaxy S4.

And if that means being stuck on the phone for ages supposedly by an annoying automated computer that keeps getting your responses wrong then so be it.

To make matters worse, some of the questions are a little odd. It asks one bemused shopper: "Are you an Israeli spy?" And to another: "Have you ever made love with your socks on?"

However, people are happy to go through this phone torture in the hope of winning the new smartphone. But no one wins, mainly due to the fact that the questions get a lot tougher and a little bit more subjective.

So when one participant answers that Jon Bon Jovi is more handsome than One Direction singer Harry Styles, a "wrong" buzzer is sounded and the call is ended. (Bon Jovi is clearly more handsome!)

Of course, it's not a real competition, just the latest in a long line of 'prankverts' - or filmed stunts created by brands - this year.

This time, rather than Samsung, it's from mobile retailers, the Carphone Warehouse, who enlisted the help of comedian Kayvan Novak - a.k.a. 'The Fonejacker' - to prank shoppers who answer a ringing phone in their stores. 

A Carphone Warehouse spokesperson said the stunt was designed to show "the lengths customers would go to for the highly anticipated S4".

And they are not wrong!!

Unrulies were delighted to welcome George Osborne to our London HQ yesterday to launch a new scheme aimed at encouraging high-growth businesses in the UK to grow even faster.

The Chancellor of the Exchequer was joined by Joanna Shields, chief executive of Tech City, Xavier Rolet, chief executive of London Stock Exchange Group and most of the world’s media as they rolled out the 'Future Fifty', a “concierge service for the 50 most promising high-growth companies that we want to see listing in London in the years ahead”.

Osborne, citing Unruly has an example, said: “Growth is here. In London, in the UK, amongst our SMEs. We must nurture them. We need to back the insurgent businesses that create the majority of new jobs and innovations in the economy. We’re going to be rolling out the red carpet to the world’s fastest growing companies, and making it as easy as possible to list in the UK.”

Futher reading:

Wall Street Journal

Financial Times

The Daily Telegraph

The Evening Standard

Tech City News