Yesterday, Facebook-owned Instagram announced a significant upgrade to the popular photo-sharing smartphone app: video. Instagram wants to move beyond photos and allow people to share short moments of their lives through 15-second videos. Of course, it wouldn’t be an Instagram product without filters, and with the new upgrade, users will have up to 13 filters to enhance their short videos.
As many of you know, this announcement comes 5 months after the release of Twitter’s Vine app, which allows users to create 6-second videos and share them on both Twitter and Facebook. We’ve recently shared with you stats on Vine’s incredible growth. For instance, Vine reached 10 million users 9 months faster than Instagram, and earlier this month, Vine surpassed Instagram in the number of Twitter shares.
Inspired by a client who asked us a stimulating question, Jenny Boulden, Aristotle’s social media specialist, and I got together to discuss an “Instagram vs. Vine showdown.” I wanted to share our thoughts in the hope that you’ll contribute your own opinion in the comments below.
Will Instagram’s Video Totally Trump Vine?
I don’t think it’s a “there can be only one” scenario. I think it’s more like how having more antiques stores clustered in a small area equals more antiques shoppers in that area for all the stores, not fewer. The two apps mean more growth and exposure for social video as well as more people becoming comfortable with these short video formats.
I would guess that the CEOs of both companies are smart enough to know they can best compete by continuing to make their product features distinct from each other by offering something the other doesn’t. Vine’s had such spectacular growth and so much invested in it. I don’t see it going quietly into the night.
But hey, this industry changes by the hour. Also, even if they both grow and continue to co-exist, you don’t have to have an active, ongoing presence on both. Think of them more as niche content-generating tools that provide content options to share on your main platforms.
I doubt it will totally trump Vine. I think a lot of Instagram users who never jumped over to Vine will enjoy Instagram’s new video feature. Thus, those types of people will never get Vine.
However, Vine’s had 5 months to grow a dedicated following. There are millions of people who are now really attached to Vine. They have videos, friends and new connections. They will find it next-to-impossible to just quit and go back to Instagram.
At the end of the day though, it all comes down to usability and content. If Instagram proves to be easier and more fun to use than Vine and also has better content (perceived or actual) in greater number, then Vine may take the second prize trophy.