Is Vine's Loop Counter Useful or 'Weird' Marketing Math?

Critics say the new metric is out of whack

Just three months after Twitter-owned Vine launched a "loop counter" feature that tracks the number of video views, some industry executives are skeptical about how valid the metric is in gauging the effectiveness of short clips.

Over the past few months, Vine users and brands have likely noticed a huge uptick in video views with the introduction of loops, which continuously plays the six-second videos. Some Viners claim that they are getting billions of loops, indicating that someone is leaving a video open in the app or on a desktop.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in