Ever wonder what Vine does? How can six second videos playing on loop help you achieve your marketing and business goals? Here is a quick breakdown of Vine and all of its features.

1. WTR?what the
THE (short) STORY ON
VINE
FOR BRANDS

2. WTR ? 2
Vine is the true pioneer of the short-form video craze that has
become an integral part of social scene. Developed by Dom Hofmann,
Rus Yusupov and Colin Croll, Vine sold to Twitter for $970-million
before it ever launched publicly.
Vine quickly caught on, building a user base of over 40 million in 2013
that’s still growing now. Easy to share on Twitter, Vine allows users to
create 6-second videos that play on a loop.
While the community may not be as extensive as Instagram, users
don’t have to be registered to view the videos. The links are easily
shareable via Twitter and Facebook, with limited stats and interaction.
Vine is also host to a dedicated community of “pro-viners,” an
experienced group of users with significant following. These “power
users” will often offer their expertise to brands for strategic
partnerships in content creation and distribution.
What Vine gives up in quantity it makes up for in quality of content
and value to brands. Close to 80% of users view or share a video daily.
The platform offers more organic value as more Vines are shared
than Instagram video posts (due to relative simplicity of the process).
Finally, Vine clearly takes advantage of it’s Twitter integration as close
to 5 Vines are Tweeted every second (although this might change
with introduction of Twitter video earlier this year).
VINE IN 5 MINUTESThe story on …. Vine

3. Features
Users
Top Brands
• 6-second video loop sharing
• Can use Twitter for sharing Vines
• Foursquare integration
• Simple user interface
• Strong “pro-user” community
• Samsung
• General Electric
• Nike Soccer
• Oreo
• Taco Bell
WTR ? 3
PROS
• Influencer focused
• Video constantly loops (metrics
show how many loops play)
• Pro-users with large followings
and creative chops
• Dedicated and engaged
audience
• Easy to share via Twitter
CONS
ruckus rating
• No paid support
• Harder to share beyond Twitter
• Shorter video than Instagram
• Less robust editing options
• Twitter video is a threat
• With Twitter introducing video,
one has to wonder how
relevant Vine can remain.
• If you can partner with the right
users, great for reaching niches
VINE IN 5 MINUTESKey Plot Points
• Anecdotally 40+ million user
• Dominantly 18-20 year olds
• Niche audiences (comedy and
entertainment)
• Small dedicated community of
pro-users

4. WTR ? 4
VINE IN 5 MINUTESThe story Continues
Roadmap / New
Features
In recent times, Vine has been hesitant to reveal the exact
number of active users, with the closest number being
around 40 million. With Twitter unveiling its new video
feature, Vine also loses its appeal as a the “video app that’s
optimized for Twitter” (it’s just Twitter now). The loop
feature is still a great tool and certain audience segments
are very much entrenched on the app. The creative “pro”
community is active and can serve as a gateway to Vine
for brands through strategic partnerships. These users can
help elevate content and tap into specific audiences.
Summary
It’s hard to recommend Vine to brands that are not going
after a niche demographic that is dominant on the app (18-
20 year olds). It lacks the robust editing options of
Instagram, and now with Twitter video it no longer has the
advantage of having “the best Twitter integration”. The
limited video options as well as a 6 second cap on content
make it hard for Vine to compete. Still, ease of use, a
dedicated “pro-user” community and clearly defined
audience segments make it an intriguing platform for the
right brand.

5. WTR ? 5
VINE IN 5 MINUTESWanna make a Ruckus
About Us Connect Team
Gary Edgar
Managing
Director
Linda Andross
Managing
Partner
Katie Boland
Sr. Social
Strategist
We built ruckus to work
with brands to find and
tell their story through
rich, compelling and
relevant social content.
Find out how we can
help you make a ruckus.
@ruckusdigital
+ruckus digital
416 934 2119
gary@ruckusdigital.ca
www.ruckusdigital.ca
Serge Leshchuk
Social Strategist