A House Divided: Why Are We Comparing Instagram and Vine?
Rivalries have existed since the beginning of time, and they can have a polarizing effect on people. Coke versus Pepsi. Hatfields versus McCoys. Cowboys versus 49ers. It seems only natural that when Instagram entered the video platform space previously occupied entirely by Vine, that lines in the sand needed to be drawn. The video platform landscape quickly became a house divided, and the question for awhile has been: team Vine or team Instagram? The good news is that there's no need to choose.
They're both social, mobile and leverage video, but comparisons end there. The consumption, creation and audience vary drastically between the two apps, meaning that either — or both — may be viable for your company.
Choose Instagram if:
They already love you on Facebook. Facebook owns Instagram, and therefore allows an easy way to cross-promote between them. If you already have a strong Facebook following, or if you're looking for ways to beef up your Facebook presence, creating content for Instagram video (IGV) is a great way to go.
You love letting your inner artist shine. Instagram's mission is "to capture and share the world's moments." IGV provides a number of features that allow users to create a more professional style of video. With its filters and "Cinema" image-stabilization tool, content producers can create an emotional experience.
Who's doing it right?
According to a study from Unruly Media, 40 percent of the most-shared Instagram videos are from brands. What separates the good from the bad and the just plain ugly? Take a look at an example below:
Red Bull: http://instagram.com/p/kAxbk1FK01
Red Bull isn't just an energy drink, it's a lifestyle. The brand is very smart in giving its fan base exactly what they want: action. The genius is that Red Bull's videos, like this out-of-bounds adventure skiing video, don't have to be new. Red Bull can pull any blood-pumping moment from the last decade and its fans will "double tap" every time.