• Save
Consumer Insights on Vine vs Instagram Debate
 

Consumer Insights on Vine vs Instagram Debate

on

  • 874 views

Does Instagram Video mean the end of Vine? While many technology commentators weighed in on this debate, Crimson Hexagon wanted to find out what consumers have to say about the Instagram vs. Vine ...

Does Instagram Video mean the end of Vine? While many technology commentators weighed in on this debate, Crimson Hexagon wanted to find out what consumers have to say about the Instagram vs. Vine debate.

Statistics

Views

Total Views
874
Views on SlideShare
871
Embed Views
3

Actions

Likes
2
Downloads
2
Comments
0

1 Embed 3

https://twitter.com 3

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Consumer Insights on Vine vs Instagram Debate Consumer Insights on Vine vs Instagram Debate Presentation Transcript

    • PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. COMPANY & TECHNOLOGY OVERVIEW SOFTWARE & INTERNET
    • PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. APPS: Vine Instagram Video BUSINESS QUESTIONS: (1) How did consumers react to the launches of Vine and Instagram Video? (2) How has Instagram Video impacted discussion of its competitor, Vine? METHOD: Perform contextual analysis of millions of social media conversations surrounding Vine before and after the launch of Instagram Video. CASE STUDY: MOBILE VIDEO SHARING
    • PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. FINDINGS: A. Vine suffered from a lack of entertaining content following its launch (17%) • Alsoreflectedinthe lowpercentage ofthe ―FunnyVines‖ category(5%) B. Users complained about uploading issues and bugs when the app first became available (23%) C. Yet, the user base was engaged and very excited to interact with the new app (35%) A B Vine: Launch (1/24/13–2/24/13) 248,508 Relevant Posts A C MOBILE VIDEO SHARING: VINE
    • PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. MOBILE VIDEO SHARING: VINE FINDINGS: A. Discussion grew in volume by more than14x and became more favorable (62%vs. 45%) B. Majority of conversation was engagement with and sharing of content on Vine (59%) C. User experience was highly variable; many consumers complain about the lack of interesting video content (16%) C B B Vine: Three Months Later (5/19/13–6/19/13) 3,659,190 Relevant Posts A
    • PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. FINDINGS: A. 42%of conversation on launch day reflects loyalty to Vine over Instagram Video, while 34% say Vine is inferior B. Complaints about the lack of entertainingVines peak to 40% of conversation, as loyalty discussion dissipates MOBILE VIDEO SHARING: VINE Vine: Instagram Video Launch (6/20/13–7/11/13) 2,645,221 Relevant Posts A B
    • PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. Instagram Video: Launch (6/20/13–7/11/13) 338,990 Relevant Posts FINDINGS: A. Only 27% of discussion is positive surrounding the June launch of Instagram Video B. Aside from general annoyance withthe app (25%),the largest driver of negative sentiment is the lack of entertaining content—a grievance familiarto Vine C. 13%generally prefer Vine over Instagram Video; 5% also comment that 15-seconds is too long for a video A B MOBILE VIDEO SHARING: INSTAGRAM VIDEO C
    • PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. WHEN VIDEO CONTENT IS NOT PREFERRED FINDINGS: • Some content that may traditionally be popular as images on Instagram are not sitting well with users in video format, perpetuating sentiment around the lack of entertaining content
    • PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. • Instagram Video’s launchfalls short compared totheintroduction ofVine • Vinebenefited fromfirst moveradvantage, whichcontributed toheightenedexcitement— andmayhave increasedexpectations forInstagram Video • Whileboth appssuffered frominitialserviceissues,excitement tosharevideosonVinewasmuchhigher thanonInstagram (35%vs.8%) • Anongoing consideration formobilevideosharing • AlthoughexpressedloyaltytoVinehasdropped significantly sinceInstagram Videocametomarket, the lackofentertaining content continues tobeamajorpainpointwithboth platforms • Throughsocial mediaanalysis, technology companies canquicklyuncoverand track consumers’ nuancedvalueandpain points withcompeting applications MOBILE VIDEO SHARING: KEY TAKEAWAYS
    • PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Paramount Pictures, Starbucks, Simon & Schuster, Twitter, and many more. For more information go to: http://www.crimsonhexagon.com. CRIMSON HEXAGON
    • PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. Learn More About Crimson Hexagon’s ForSight ™ Platform Click Here for An Introduction To