WCRS
60 Great Portland Street
London W1W 7RT
+44(0)20 3128 6000

@WCRS_LDN on Twitter WCRS on Google+ wcrsldn on Pinterest WCRS on LinkedIn

6.5 REASONS VINE IS POPULAR

vINEVine has reportedly now overtaken Instagram in terms of volume of content shared on Twitter – with 2,949,432 Vine mentions versus a paltry 2,264,920 Instagram mentions on 8th June. Some factors which are likely to have contributed to its meteoric rise in popularity are:

 

 

1 It’s easy to use: It has an intuitive, simple interface and clear tutorial – just touch anywhere on the screen and hold to begin recording and let go to stop.

2 It’s a seamless user experience: Unlike Instagram who pulled ‘Twitter Card’ support (a way of embedding content within a tweet) it is possible to view Vine videos direct from your Twitter newsfeed, without having to click through to Vine. This is likely to increase the propensity for people to engage with and share Vine content on Twitter (arguably over and above Instagram images), therefore taking advantage of Twitter’s reach.

3 It’s accessible: Apart from my mate Jack who still uses his original Nokia, pretty much everyone has a smartphone (in 2012 it was reported that 58% of the population of the UK owned a smartphone – that figure is likely to be significantly higher in 2013).

The app is available across platforms (Vine  was recently released on Android in addition to iOS)

Makes stop motion video – historically the preserve of those with the right equipment and technical knowhow – available to anyone who wants to give it a go.

 4 It’s unique: Undoubtedly their unique proposition has clearly set them apart – couple this with (arguably) increasing apathy towards Facebook (as well as the recent uproar when Instagram changed their terms of service) and it makes sense that Vine is getting people’s attention.

 5 It’s challenging – as well as fun: Of course we’re all obviously familiar with ‘Csíkszentmihályi’s Flow’. This describes the state people are in where they are intrinsically motivated by what they’re doing – to the point they are so immersed in it they lose track of time.

In a nutshell, we are motivated by challenges, and like learning – however as we acquire new skills and master something we can inadvertently move towards a state of boredom. Arguably the challenge presented by creating an engaging 6 second video is not easily mastered and the creative possibilities are endless.

Csíkszentmihályi identifies six components of being in a state of ‘flow’, having seen some of the more popular videos on Vine and the effort that has gone in to creating them – you can easily imagine these components of flow were in play (taken from Wikipedia):

  1. intense and focused concentration on the present moment
  2. merging of action and awareness
  3. loss of reflective self-consciousness
  4. a sense of personal control or agency over the situation or activity
  5. distortion of temporal experience, one’s subjective experience of time is altered
  6. experience of the activity as intrinsically rewarding, also referred to as autotelic experience

6 It’s an inherently human experience: At its heart, a combination of video and audio provides a much more intimate and human experience than simply a boring old static image or 140 characters. Part of the popularity of Instagram is in part down to the emotive warmth the filters allow you to easily add to pictures of your most recent meal or edgy east London street scene.

In the an age of the digital native where people’s attention spans have declined as they become accustomed to instant engagement – Vine’s six second format makes it perfect.

6.5 Its mechanic might stop people over sharing? This is only 0.5 of a point, as people love to over share and clearly the value/ quality of content posted is subjective. But relatively speaking, it makes sense that the additional time and effort required to create content on Vine might well act as a barrier to the ‘noise’ experienced elsewhere. Fingers crossed.

 

WCRS Tweets
  • @haticane Hurrah! Give him a high five from us. Or even better, get him to tell us a story!

    29 October, 16:10:40
  • Our Storytime Sounds app for @notonthehighst has had a spooky Halloween update..wooooo! http://t.co/QOunjJ0P5g http://t.co/vDHQL9w1tS

    29 October, 15:47:07
  • RT @jmelianuk: Talented @jacintocaetano from @WCRS_LDN created the concept behind #Chrom-Art logo. #art #London http://t.co/kerE5tJAIY

    29 October, 10:41:26
  • RT @OlenkaSusannah: Stuck for Halloween baking inspiration? This will sort you out. http://t.co/tPwjWckEbh http://t.co/nerItTutsa

    29 October, 10:37:25
  • And check out the #SamaritansRadar film, created by our very own Dan & Julia. Turn your social net into a safety net http://t.co/vkahZvRd1n

    29 October, 10:31:11
  • RT @EngineLondon: Great to see so much excitement about #SamaritansRadar this morning. Lovely work by @SpreadingJam: http://t.co/v8DNXe9YOl

    29 October, 10:20:14
  • Weak Messages Create Bad Situations. New manifesto book by the genius that is @davidshrigley http://t.co/eCt99TeW5z http://t.co/vWmjMX9Gxs

    28 October, 17:08:00
  • WARNING this may undermine your confidence. Unbelievably detailed drawings by an 11-yr-old boy http://t.co/npfSiZEMLf http://t.co/9TY6JDtESw

    28 October, 13:55:18
  • If you haven't yet seen the new @okgo video...you should. It won't let you down. Robot scooters & umbrellas aplenty http://t.co/dYot6ED7DF

    28 October, 13:43:55
  • The life-size house of wax. Alex Chinneck's 'A pound of flesh for 50p' http://t.co/oWu5hTyhvr via @itsnicethat http://t.co/lAVU3EpFFz

    28 October, 11:14:58
  • Watch TED speaker, artist & hard-core coder @C4RL05 talking about next generation of 3D experiences on the web via http://t.co/fFTUZbXAVp

    27 October, 18:12:10
  • Find out what Churchill (& doggy doppelgänger Frodo) got up to celebrate his b-day last week http://t.co/jU7vHEN9QP http://t.co/BvLCHJGX9K

    27 October, 12:27:25
  • RT @OlenkaSusannah: The ultimate in alone time. Retreats for solitary souls http://t.co/So6uYsHBWl http://t.co/lb6YaCB4k0

    27 October, 11:23:56
  • Brush up on your Russian Avant-garde at the @V_and_A's exhibition feat.radical theatre designs by celebrated figures http://t.co/CYzj3otBN2

    27 October, 10:46:42
  • Rather nice animated infographic by @instagram depicting the no.of uploaded images since its creation http://t.co/Cpb7mwX8nu via @flash_g

    27 October, 10:33:33