Instagram’s new video-sharing feature chops the Vine

Posted on July 2, 2013


Just a week after Instagram introduced its new video sharing update, the number of shares for videos made using Vine, the rival video sharing app from Twitter, has dropped significantly.

The new figures, published by analytics company Topsy, showed that fewer than a million Vine videos were shared via other social networks on 26th June – representing a drop of 70% compared to its peak on 15th June.

Conversely, 300,000 more Instagram links were shared across various networks in the same period, according to the data gathered by Topsy.

On the day following the Instagram video feature update, the total number of Vine videos being shared dropped by almost 500,000.

The latest figures now show that Instagram videos are receiving 50% more shares across the web than videos concocted using Vine. Numbers compiled last Thursday (27th June) indicated that there were more than 1,500,000 Instagram mentions compared to around 935,000 mentions of Vine.

According to Topsy, the figures take into account links and retweets but not spam.

Speaking about the findings, Marketing Land editor Matt McGee said that, despite the increase in links to Instagram overall, Facebook’s photo-sharing sibling failed to see a rise in the number of shares via Twitter – which shows that other social platforms have been responsible for the 300,000 increase.

He went on to explain that the number of Instagram shares this week on Twitter is similar to figures seen in the first half of June.

Vine was launched back in January and allows users to film and share six-second video clips. Some companies have used the platform to complement other online strategies, such as search engine optimisation. Fashion retailer Urban Outfitters, for example, recently teamed up with Converse for a Vine-driven campaign.

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