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
  • Some fine packaging designs http://t.co/x0lg4sUUd3 via @boredpanda http://t.co/33mZsXDMUw

    23 April, 15:29:17
  • This kid is an utter inspiration. Stephen Sutton, cancer sufferer who wanted to raise £1m for charity before he dies http://t.co/QHxXHWcsBU

    23 April, 14:31:07
  • A pilot's-eye view. Photographer Alex McLean's shots from the skies http://t.co/cdMYqjM9MA via @wherecoolthings http://t.co/uiQvmkbDZh

    23 April, 14:17:48
  • Luke Stephenson goes on a pilgrimage to find the UK's best 99. Mmmm...ice cream... http://t.co/x9TH1xbQC9 http://t.co/ObTrCFXYrb

    23 April, 11:17:57
  • With it being St George's Day AND the 450th anniversary of Shakespeare's birthday, we're feeling pretty patriotic. England, we salute you!

    23 April, 09:01:18
  • In need of background noise? http://t.co/t48V2gfrpU

    22 April, 13:59:43
  • @HannahsimoneS Hi Hannah. By the end of the week. Good luck!

    22 April, 13:57:39
  • Our @BandQ ad features in @MarketingWeekEd's round up of the best Easter campaigns http://t.co/OrXao7bjjg

    22 April, 13:55:57
  • None other than @Harry_Styles' mum (@MrsAnneTwist) has recreated our @BandQ ad. Check out her 'Unleash' @vineapp! http://t.co/ZXmuhBsyGv

    22 April, 12:14:39
  • RT @GemmaAnneStyles: Easter Monday and @MrsAnneTwist has got the power... @BandQ https://t.co/ttQt5imbHB

    22 April, 11:49:53
  • Bring on the camping trip. We're bringing this! http://t.co/t6QvqVpKfR http://t.co/x1npYVX9tG

    22 April, 11:13:45
  • @LDM_USA Hi there. We don’t have specific departments within creative - we work across all mediums.

    22 April, 10:17:35
  • @viville2 By the end of this week. Good luck!

    22 April, 09:49:50
  • Guessing your Easter egg decorating didn't quite match Piotr Bockenheim's carved goose shells! http://t.co/fhRtSjUnDf http://t.co/mw4vQgxcBy

    22 April, 09:42:28
  • RT @TheDrum: Ad of the Day: B&Q - http://t.co/IRhT21w5pa created by @WCRS

    22 April, 09:39:12