Advertising and public relations agencies everywhere have been buzzing about Vine for months. It has certainly been the shiny new social media tool to watch.
With 13 million users on iPhone in just five months, and the launch of an Android app, Vine looked unstoppable.
It can be a lot of fun to come up with six-second Vine videos, but it's also challenging. One can accomplish infinitely more in a 15-second Instagram video. The extra nine seconds gives the creatively-challenged a much better chance to create great content.
Every social media nerd I know got really excited to hear that the number of Vine video shares on Twitter surpassed Instagram's. But that only happened because Twitter killed Instagram's "native" pictures in the platform. This meant that if you tweeted an Instagram photo, your followers had to click off of Twitter to view it. In addition, Twitter blocked the ability to tag Twitter users in Instagram. Vine, however, is native to Twitter, and can be viewed right within the platform. The extra clicks can be the death of any piece of content, no matter how compelling. Now, it's payback time for Instagram. Its new video feature will launch with its existing user base of 130 million people, and will have seamless sharing and viewing with Facebook's 1.1 billion users. Twitter's user base is half of that.
Instagram could have launched video five months ago when Vine came on the scene. Instead, it took its time to build something beautiful. Instagram watched what Vine did and improved upon it. The user experience is clean. It removed annoyances and added its signature filters, and the end result looks great.