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Short-Form Video: Vine, Instagram and Social Video Sharing

New Ad Age Research Report Available to Purchase

By Published on .

2014 is shaping up as the year the short-video format really catches on. Its popularity is already soaring—more than 40 million people are on Twitter-owned Vine and another 150 million-plus have accounts on Instagram, owned by Facebook.

In the first eight hours of Instagram Video's existence, more than a year's worth of video was uploaded. (That is, it would take a full year to sit down and watch consecutively all the content uploaded in those first hours.) Within 24 hours, more than 1 million Instavids, the common user term for Instagram videos, had been uploaded.

Vine's just as hot. Every second, nine Tweets that include a Vine video are sent. The Facebook page of a group called "Best of Vines" (not affiliated with Vine) posts daily video picks and has 18 million likes—since June. Vine recently added the ability to view its mobile app on the web, opening up a new avenue for viewing, commenting and following.

Major brands, such as Dunkin' Donuts, Trident gum, Virgin Mobile and Mountain Dew, are taking short-form video very seriously and beginning to put more and more time, talent and strategy into the format.

This report examines a range of issues—from the major players and platforms to ad placement and ROI metrics—facing marketers, brands and consumers in this shortened-video world.

In this report, you will learn:

  • The differences and similarities between Vine and Instagram
  • What demographics are embracing short-form video
  • What marketers are doing to measure results
  • The new crop of creatives behind the most successful Vines and Instavids
  • Tips from the video makers
  • Case studies of major brands outlining what worked and why

Interested in more than one Ad Age Research Report? Why not become a library subscriber and get access to all of Ad Age's reports, including Content Marketing, Big Data and Social Media Advertising, for just one price.

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