Whether you Tweet your thoughts in 140 characters, Instagram a 612×612 px memory (by way of a fancy filter) or Pinterest the sangria recipe you made at last night’s dinner party, your abilities to capture and share moments with the use of social media have become limitless in the year 2013. There are at least two platforms for everything you could want to share with loved ones and connections via the internet.
Social apps have grown exponentially. Instagram started out with only 13 employees; there are now more than 150 million users on the photo-sharing app, and an average of 40 million Instagram posts made per day. Facebook, the top spot of the most-used social networks, has grown to more than 1.1 billion users- and Pinterest now boasts more than 70 million users, which is more than three times the population of Australia.
The app that has grown the most in the year 2013, however, is Vine. In January, Twitter introduced Vine for creating GIF-like looping videos. Since then, Twitter-owned Vine has grown a whopping 403% between the first and third quarters of 2013 according to Mashable, Statista and GlobalWebIndex.
Vine is an app in which users can create looping videos that are up to six seconds in length. People around the world have utilized Vine for personal entertainment with creative and humorous clips. Take a look at some of our favorites for their creativity:
Brands use Vine to get messages out in a visually creative format about products, new releases and more. At first glance, the very-short videos might seem like an odd selection for marketing; the fact stands, however, that marketers around the world are beginning to think of Vine as a valuable option for unique marketing strategies. One of the biggest benefits of Vine, other than the fact that it’s free, is that the six-second length of videos cater to the decreasing attention spans of audiences around the world. Fifteen and thirty-second commercials on television are often ignored by many viewers, making companies look closer toward shorter time spans for consumers to absorb information.
Lowe’s decided to use Vine, not to advertise for their products or services (at least in a direct manner) but instead to create stop-motion videos containing hacks for everyday quick fixes in the household. According to an article by Ad Age, the home improvement retailer has launched a dozen Vine videos featuring home improvement tips tagged #LowesFixInSix on how to remove a stripped screw, get rust off of knives and use pillowcases to organize sheets, etc. While these tips can easily be explained through a blog entry or tweet, Vine provided the “perfect vehicle to bring them to life and make them shareable and fun to watch,” explained Wil Boudreau, executive creative director at BBDO New York, Lowe’s agency.
Like many companies that are jumping on the Vine-wagon, Lowe’s acquired the help of famed Viner and NYC photographer/director Meagan Cignoli to create these videos; Cignoli’s work for the “Lowe’s Fix in Six” Vine series went on to win a Cannes Lion award for advertising. She has produced Vines for other various brands including Puma, BMW, eBay Now, Macy’s, Benefit Cosmetics, Mazda, General Electric and Dick’s Sporting Goods. Her vine creations have been featured within the Wall Street Journal, Mashable, TechCrunch, AdAge, Fast Company, MediaBistro, The Telegraph, The New Yorker and on CNN.
Cignoli, in an interview for FOX Business, said she has worked on both Instagram and Vine campaigns for Nike and three other brands.
“Social media video is just beginning. It will just grow and grow, and become bigger and more popular,” Cignoli stated. “It’s instant gratification – you can’t beat it.”
According to Business Insider, Flickr and Instagram were the next fastest-growing apps in 2013 with 146% and 130% growth, respectively, and finishng out the rest of the list for the top 10 fastest growing apps were WhatsApp, Facebook, Skype, YouTube, Twitter, Foursquare and Facebook Messenger.