Vine_V_whiteThe online mobile video advertising market is expected to exceed $4 billion this year, but which is better for business, Twitter’s Vine or Facebook’s Instagram?

Any business that wants to keep its head above water in today’s fiercely competitive marketplace knows the importance of a well-executed digital marketing plan. Social media is continually evolving into an invaluable marketing tool, and new mobile platforms such as Vine and Instagram are essential — particularly to small companies — to capture the attention of potential clients quickly and deliver that all-important message in a matter of seconds.

What Is Online Mobile Video Marketing?

Both Instagram and Vine are mobile video apps that give businesses the opportunity to showcase what they do, generate a buzz about their services and products, and gauge consumer opinions. Unlike YouTube, both Instagram and Vine are restricted by a respective 15-second and 6-second time limit, so to truly maximize their potential, you really need to keep your message short and sweet while ensuring it hits like a hammer and stings like a bee.

It’s all about mastering that art of telling your story in seconds, which isn’t as easy as it sounds, considering the average length of a TV commercial is usually 20-30 seconds. Yet, when you consider that our culture is one of information overload and shortened attention spans, the brevity of Vine and Instagram mobile video content is what makes them appealing. With over 90% of mobile viewers currently sharing the videos they watch with others, the only question remaining is: Do you opt for Vine or Instagram?


Like Instagram, Vine costs nothing to download and use. Just open the camera on your mobile device, press “record,” add a caption, and share it with the world. Remember, though, it doesn’t matter if you’RE using the platform to introduce your employers, tell the story of your brand, give viewers a behind-the-scenes look at your business, or offer a sneak peek of a new product… you have to do it in six seconds!

Some find such a time limit constricting; others feel it prompts greater creativity. Vine videos are automatically looped, which ensures that on the second showing, viewers will pick up on anything they missed the first time around. Unlike with Instagram, you can embed Vine mobile videos into any website. Because Vine is owned by Twitter, videos are automatically embedded into your tweets, whereas Instagram videos will only show up as a link on Twitter and never on the news feed. As Twitter currently has half a billion users, Vine is not a platform you can casually dismiss.


At present, Instagram’s biggest advantage over Vine is that it offers a 15-second time limit, editing capabilities, 15 of the filters already available for Instagram Pictures, and the opportunity to choose a cover image for your video. When posted on Facebook, Instagram videos appear in the social giant’s news feed, whereas Vine videos do not. Also, unlike Vine, Instagram mobile videos can be integrated with Tumblr and Foursquare.

The Final Analysis

If length is important to the needs of your business, stick with Instagram. Additionally, Vine’s limited sharing options will be an issue with some companies, but the difficulties inherent in embedding Instagram mobile videos on websites will deter others. In the final analysis, your best bet may be to find out which social media the majority of your clients prefer.

However, why not hedge your bets and back both horses? After all, it’s all well and good looking after your current clients, but marketing and advertising is all about recruiting a new set of customers. Both Instagram and Vine are more than capable of helping you do just that in a truly unique fashion.