Instagram versus Vine video; the bitesized versus the tiny bitesized.
Hardly a rumble in the jungle, more a midget minuet.
Still the platforms attract viewers, mostly young and interested in uploading their own content.
Vine is Twitter’s 6 second video platform and Instagram belongs to Facebook giving users a more realistic 15 seconds to create something interesting.
As commentator Christopher Ratcliff puts it “Instavid is the Vine of Instagram”.
These video spaces are challenging for creatives, but not so different from 10 second TV ad spots, where re-versioned clips from longer adverts bookend upcoming programmes. The trick is still narrative compression.
Think of a product story and, without losing coherence, tell it in the shortest number of frames possible.
Some of the best Vine videos use animation and trickery well. Check out Tee Ken Ng’s Vine Channel. But truthfully 6 seconds is probably only good for trickery and single shot uploads of cats and babies.
At 15 seconds, Instagram videos, known as Instavids (!), are positively epic compared to their little rival, thus offering an opportunity to make a more rounded narrative; see Puma’s Cesc Fabregas neat product plug.
Do we care about these platforms?
Marketers should care because where there’s an audience there’s engagement. 1.5m followers on Starbuck’s Instagram channel can’t be bad.