The newest trend on the rise for marketing is the short-form online video. They require less time commitment from consumers while still exposing them to a complete advertisement, depending on how the video is stylistically designed. If clever enough, short video centered campaigns can be a complete game changer for companies’ social media marketing strategies. When Honda used the Vine video service for its new ad campaign, they found their Twitter mentions were over 1000% higher than their 6-month average on the first day of the campaign.

While Vine was the first service to enter the market, Instagram and Keek are catching up. We’ll compare the three services for your video marketing needs based on a few variables and then show the winners in each category.

Sharing
Vine was the first format available, but it’s hard to say whether Vine or Instagram has worked out more of what not only individual customers, but also business customers need. Vine allows for sharing on Facebook and Twitter, arguably the two most popular social media hubs for businesses and has video looping, so as long as the customer is on the page, they’ll keep seeing the Vine. Instagram, on the other hand, not only allows for Twitter and Facebook sharing, but also allows for e-mail embedding – a huge boon for businesses that reach out to their customers via trendy newsletters for product launches or changing incentives. Keek seems like an also-ran in this category, with 36-second videos that may lose customer attention.

WINNER: draw between Instagram and Vine

 

Popularity
Vine rose quickly to prominence, becoming the top downloaded app in the iTunes app store three months after its launch. As part of Twitter, it has a definite leg up in any popularity race. It’s been easily integrated into use in Twitter, and the app and sign up and sign in processes are a breeze. When Instagram launched its video service, though it may already have been in the works, it looked like a response to Vine – an attempt to use its 130 million member user base to leverage advertising dollars in the upcoming short form video market. Despite Vine’s popularity, it still has a reputation as a beloved underdog in comparison to Instagram. Only you know whether your customers which rhetoric of popularity will play better with your customers. Will it be the Twitter-powered catchy six-second clips of Vine or the 130 million strong user base and 15 second clips from Instagram?

WINNER: Vine… for now, based on viral news coverage

 

Information distribution
It’s one thing to be able to share your videos, but it’s a different proposition to make sure that your information is getting disseminated. In this respect, Keek really shines. At 36 seconds, Keek videos are far longer than those on Vine or Instagram, but this allows for more possibilities such as “how to” video series about your product or live demonstrations. Perhaps more importantly, Keek has been designed in some ways to appeal to those who want to keep track of their statistics for video marketing purposes. It allows you to keep track of video views and subscribers, but also statistics like how many times your video is embedded. Vine doesn’t allow for much tracking outside of Twitter, and Instagram is also woefully inadequate for marketing statistic needs.

WINNER: Keek

 

Each service has advantages and disadvantages depending on your video marketing needs, so check out the websites for each before you make a decision.

Vine
Instagram
Keek

About Ryan Perry

Ryan Perry has taken his 10+ years of business ownership and hands-on marketing skills and focused them on online marketing. In April of 2009, he started Simple Biz Support with an emphasis on Search Engine Optimization (SEO). Ryan is propelling local business websites to the top of Google, Yahoo and Bing resulting in increased market exposure and revenue for his clients using a variety of internet marketing tools including blogs, article submissions and video. Additionally, Ryan speaks and vlogs (video blogs) about internet marketing, educating business owners how to effectively use various SEO tools and techniques to promote their business on the internet. Ryan currently resides in Santa Rosa, CA. Connect with Ryan on Google+