Twitter has released an iOS application called Vine, allowing users to capture six second videos and play them on loop. These videos display directly within the Twitter stream, with no need to follow a link to another site. Users can explore videos within the app by topic and add friends from their address book, Facebook, and of course, Twitter.

1. 1

2. Executive Summary
Whether you are hoping to capture a film masterpiece in 3, 15, or 60+ seconds,
there are a dizzying number of apps claiming to be the Instagram of video.
2012 saw a drag out fight between Viddy and SocialCam to be the pack leader of
short form video applications, each gaining a flash of users only to see adoption
drop off quickly.
Viddy attracted A-list talent; Britney Spears abandoned her SocialCam profile to
support the app, joining the ranks of Taylor Swift and Justin Bieber. Meanwhile,
SocialCam has gained ground among sports teams and minority celebrities.
But a new crop of novel apps now allow users to create and edit their own stop
motion shorts and animated gifs with nearly effortless functionality. Enter Vine,
acquired last year by the short form content masters at Twitter.
Creating videos only six seconds in length, Vine is Twitter’s first leap into the video
market, where over 35 percent of content is consumed on YouTube. Vine videos
display seamlessly in the Twitter newsfeed, with no need to push to another site
for viewing. It is a smart step for Twitter, which continues to gain foothold as a bite-
size, real-time media giant.
2

3. Video Creation
• Vine plays six second videos on constant loop
• To record a video, hold your finger down on the
screen of your iOS device. Stop and start recording
by lifting your finger
• In this way, the service can be used to create stop-
motion video, change scenes or show movement
over time
• After completing six seconds of footage, add a
caption and location to the video
• Your finished Vine is saved to the camera roll on
your device
3

4. Authentication
• Vine is available for free on iOS platforms
• Users can authenticate using their Twitter account or
e-mail address
Discovery
• To explore Vine, you can browse Editor's Picks, Vines
that are popular now, and all posts on the service.
• Vines can be explored by topics ranging from First
Posts, Sports, Travel or Pet videos
• Videos automatically play as you scroll through your
timeline – this includes any audio from recorded
• Users may also add friends from their address book,
Facebook or Twitter
4

5. Sharing
• Vines appear seamlessly as “cards” when
pushed to Twitter, playable directly in the
user’s stream
Early Issues
• Several problems arose during Vine’s launch,
from simple connectivity and posting issues to
a more serious glitch temporarily allowing
Vine users to see the phone number and
e-mail addresses of other users
5

6. Benefits for Brands
• Brands eager to experiment with Vine should
keep in mind that adoption of competitive
apps has been slow. Other video apps have
garnered strong initial interest and then
tapered off in active usage
• Brands should focus on developing highly
creative, short form videos that will catch the
eye within the Twitter stream
• Brands might consider producing Vines to:
Create time-lapse or stop motion scenes
 Display ingredients for a recipe
 Show product development from beginning to end
 Tease production of television episodes
 Reveal secret offers that quickly flash on camera
 Hold contests among fans to decipher what they’ve
seen
6

7. 7

8. Who Will Be the Instagram of Video?
Viddy SocialCam
Clip Length 15 Seconds Unlimited Length
Registered Users 40 Million 56 Million
Active Users 920,000 MAUs 3.6 Million MAUs
Features 10 Custom Filters 15 Custom Filters, Including National Geographic
20+ Soundtracks from Ellie Goulding, NIN, Carly Branded Filter
Rae Jepsen, Owl City, Colbie Caillat
Celebrity Users Shakira (64K) MC Hammer (1.5M followers)
and Endorsers Britney Spears (121K) Shane Battier – Miami Heat (1.5M)
Taylor Swift (179K) Chris Daughtry (1.3M)
Justin Bieber (27.8K) Madonna (1.1 M)
Biz Stone (Twitter); Jay-Z
Notable Brands Red Bull, Disney, DVF Sports Teams, Shark Week, Sierra Mist, Ben & Jerry’s
Sharing Facebook, Twitter, YouTube, Tumblr, Email, SMS Facebook, Twitter, YouTube, Tumblr, Email, SMS
OS iOS, Android iOS, Android
8

9. Viddy
• App provides users ability to capture,
beautify, and share videos to social networks
• Clips are limited to 15 seconds and can be
customized using lens filters and music
options
• Branded music and video features, such as
the Muppets production pack or Ellie
Goulding soundtrack can be added to video
clips as part of weekly features (free or paid)
9

10. Viddy
Brand Case Studies
• Muppets
Production pack overlays
• Diane von Furstenberg (33K followers)
NY Fashion Week Features
• Red Bull (500-1000 likes/post, 36K followers)
Extreme Sports Videos
• Warner Bros Records (11K followers)
Live concert footage
• Taylor Swift (4-10K likes/post, 134K follows)
First-person talent perspective
• Southwest Airlines – (31K followers)
Guess the airport, in-cockpit footage
10

11. Social Cam
• Includes imaging filters similar to Viddy;
ability to add stylized title slates and non-
branded soundtracks
• Average length of a SocialCam video is
between 60 and 90 seconds
• Sports teams, African American and
minority celebrities strong here
• Britney Spears was most influential celeb,
seems to have deleted her profile and
moved to Viddy
• Pepsi brands Sierra Mist and Brisk have
created bi-lingual video programs
• Owned by Autodesk
11

12. YouTube Capture
• Released in late December 2012
• YouTube branded camera app allows users to color
correct, trim, and stabilize HD quality videos
• Add select soundtracks after recording
• Share to Google+, Facebook, and Twitter
• Set privacy settings and add captions upon upload
12

13. Ptch
• Mobile app allows fans to quickly compose 60-second
mash-ups using photos and videos from their iPhone
and social feeds, as well as content provided by brands
• Unlike video filter apps (Socialcam or Viddy), Ptch
provides a drag-and-drop experience for photos and
video assets
• In response to frequent fan spoof videos, Paramount
partnered with Ptch to promote Paranormal Activity 4;
fans are able to integrate filters, sounds, clips and
images from movie series
13

14. Cinemagram
• Capitalizes on Tumblr’s use of animated
gifs by creating a hybrid form of media
• Users capture short videos with mobile
phone, select still images from the clip,
and then define an area of the image to
animate
• Gifs can then be uploaded to social
networks
14

15. Threadlife
• Video clips are only three seconds
long and there’s no editing involved
• Clips are uploaded into separate
“threads” of related content. You can
create your own or contribute to
someone else’s thread
• Threads can be set as private, open
to friends only, or open to the public.
That goes for viewing and
contributing to threads.
15

16. Klip Tout
• The closest to a mash-up of Instagram and a • Users upload 15-second video status updates
Pinterest feed that you'll see
• Popular among WWE stars(30K+ followers
• iPhone-only app; connects directly to YouTube each), athletes and morning shows
• Top Celebs: • Top Celebs: Shaq, Live with Kelly and Michael,
– Jenna Jameson (1K) WSJ, San Francisco 49ers, WWE, Zappos, Larry
– Ashley Tisdale (679)
King, Seattle Seahawks
– Sean Kingston (526)
– Rainn Wilson (467)
680,000 Monthly 40,000 Monthly
Active Users Active Users
16

17. 17