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Vine Generates Surprisingly High Engagement Rates on Twitter

Marketing Research Report Shows That Tweets With Vine Uploads Create “Surprising” Engagement Rates

Socialbakers calls the results “surprising” and even “amazing” considering that Vine is so new – it was only just introduced to Android, having previously only been available to iPhone and iPad users. (The Socialbakers data is based only on iPhone and iPad engagement.) Now, Facebook isreportedly exploring video for Instagram.


In research released last month, Unruly Media shared some other findings about Vine (some of which may by now be obsolete given Vine’s growth trajectory, but interesting nonetheless). Based on data from more than 10 million Vines collected during a 1-month period, Unruly Media found that:

  • 5 tweets per second contained a Vine link;
  • Weekends were the most popular time to share Vines, by a sizable margin;
  • Most Vine activity occurred between 10-11AM EDT; and
  • Branded content accounted for 4% of the top 100 Vines tracked, compared to only 1% of content in the Unruly Viral Video Chart Top 100 Most Shared Videos that was branded.


About the Data: The Socialbakers data is based on an analysis of more than 30,000 tweets containing YouTube and Vine links posted over a 1-month period by selected brand profiles. The time period was May 5-June 5, 2013.


Socialbakers’ formula for Twitter engagement rate is based on replies, retweets, and favorites. The formula is listed below:

Twitter Average Tweet ER = ((Replies + Retweets + Favorites on a given day / # of tweets made by profile on a given day) / Total Followers on a given day) x 100


Views: 765

Tags: Engagement, Generates, High, Rates, Surprisingly, Twitter, Vine


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Comment by Alexander Lau on July 8, 2013 at 6:12am

Major upgrade over at HootSuite.

For those of you not using HootSuite to manage your Social Media, I'd definitely give them a second look. Vine integration is sure to come, if not already available via plugin.

Comment by Alexander Lau on June 21, 2013 at 6:52am

Nice George, it reminds me of and the like. Stock actors on demand. There's definitely room for this in the automotive market and could be deployed to Vine. 

Comment by George Nenni on June 21, 2013 at 6:21am

Great question, and I doubt there are many metrics out there unless folks are putting a URL in the Vine-Tweet.  For now, Vine is a very cool toy to many, others are finding it a way to gain exposure (mainly individuals, some companies).  Gary V. is taking an interesting angle, putting together a talent agency for some of the top Vine talent.  He will likely then have these top Viners, with their half-million followers and ability to get 10s of thousands of Likes on a single post, to help promote a product or brand.

Check it out, using viral video talent to promote it:


Comment by Alexander Lau on June 21, 2013 at 6:09am

I'd like to see someone report back on conversion rates for Vine. Not engagement rates, but conversion rates. How do your mini-videos convert by being placed at Twitter?

What processes does your dealership have in place to properly record (with compelling content), measure and act on this type of social approach? In other words, what tools does your dealership have in place to make this work?

Comment by Ralph Paglia on June 20, 2013 at 6:11pm

George Nenni - Thank you for the comment with actual examples of car dealers using Vine to achieve their Marketing Communication objectives... The data I presented (regurgitated) in the post above is interesting to those of us who focus on marketing tactics, but for so many dealers and GM's the real proof is in the pudding; they want to see actual examples of dealers making use of such tools to sell cars, parts and service... Yor links help to provide such "real world" examples!

I love the way Tracy Myers uses hash tags like #ChevySonic which is relevant to the clip due to a used Sonic appearing in the clip, but yet he is not a Chevy Dealer... Talk about getting creative to divert consumers to a product he has without the franchise

Comment by Alexander Lau on June 20, 2013 at 10:21am

Not to derail this thread, but it always seems as if this happens, is a content curation tool that lets you create a board on a topic and add related content to the board. People can then follow your board and you in turn can follow other people’s boards on different topics relevant to what you are interested in.

On you can find people who are continuously adding really good content to their boards. These boards are a great source to find content to share with your friends or followers.

Comment by Alexander Lau on June 20, 2013 at 7:03am

Nice examples George. It's been long proven, visitors / users would rather see footage that looks to be original (which that does) at YouTube over candy apple productions.

Comment by George Nenni on June 20, 2013 at 6:51am

Great post Ralph.  Vine continues to grow in popularity, and more brands are getting involved.  I've followed a number of dealers, and the best examples I found were from Tracy Myers at Frank Myers Auto.  Take a look:

Here are some other brands who are experimenting with Vine:

Urban Outfitters
Vine Posts: 122
Vine Followers: 41,448

Vine Posts: 21
Vine Followers: 4,433

USA Today
Vine Posts: 100
Vine Followers: 6,759

General Electric
Vine Posts: 36
Vine Followers: 2,354

Comment by Aaron Wirtz on June 20, 2013 at 6:48am

Great post, Ralph. In many ways, I think that Vine is a perfect platform for automotive marketing. Unsurprisingly, the Vines of ours that perform the best feature cars prominently, and among those, the high-performance models (BRZ, WRX, STI) generate the best response. 

Some of the reasons I love Vine (but most of them are no-brainers):

1. Motion. Instead of a boring ol' car picture, creative use of motion makes this platform a lot of fun to create with, and fun to watch.

2. Searchability. We've seen a spike in followers from around the country who have started following us for the cars.

3. Simplicity. Thinking about events in terms of capturing the most interesting 6 seconds is a great creative challenge, and I've found this has helped shape the way I see more traditional videography as well. Instead of just "letting the camera run," Vine challenges you to think in terms of shots.

4. Happenings at the dealership that might not be interesting enough to carry a whole 2 minute video often make for a great Vine. 

Some bummers about Vine:

1. Audio. Unpredictable and often annoying. Can be great when its done well, but it makes surfing without headphones in a public setting potentially embarrassing. I wish people would stop making Vines from a noisy bar.

2. Facebook integration. The link thumbnails look ugly and uninviting on Facebook. Of course, we're still waiting on animated gif integration, so there's no surprises there.

While I don't see Vine ever replacing the usefulness of longer videos, I'm excited about its possibilities!

Comment by Alexander Lau on June 20, 2013 at 6:08am

Vine has been a great treat. It's a fantastic application that's only going to get bigger. It's so much more easily integrated than YouTube, in my opinion. 

Posted this already, but I've found great results using the following application: There's a bunch of apps that do this, but this has an Automotive target focus.

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