Twitter Vines Get Shared 4x More Than Online Video

Researcher says nascent tool packs branding punch

Marketers love them some Twitter Vines—and for good reason, it turns out. Unruly Media's research reveals that branded Vines (see Doritos example below) are shared four times as often as branded Internet videos. What's more, Unruly found that five Vines are shared every second on Twitter—so the non-advertising world apparently digs the six-second videos, too.

The tech company also discovered that 4 percent of the top 100 shared Vines were made by brands. Comparatively, according to the New York-based firm, only 1 percent of Top 100 viral online videos were the work of brands.

Unruly today released those data points and a bevy of others in commemoration of Vines turning 100 days old, collecting stats from over 10 million Vines during a one-month period.

For instance, social media schedulers should take note of this finding: Vines are tweeted more during the weekend than all of the weekdays combined. Also, between 10 a.m. and 11 a.m ET is when Vine activity peaks.

"This data can really help brands determine a strategy for using Vine in their marketing efforts," Matt Cooke, Unruly co-founder, said in a statement. "We have already seen brands like General Electric, Adidas, AT&T, Volvo, PepsiCo and GAP adapt to the platform."

@Chris_Heine Christopher Heine is a New York-based editor and writer.