In just two months, the number of Vine Tweets sent every second has almost doubled, according to an analysis by video technology company Unruly. Today the company has released new tools for measuring success on Vine and, in the process, has outlined a couple of basic metrics for Twitter’s video-sharing app.
The platform is growing quickly. In April, Unruly found that links to videos created with Vine were passing through Twitter at a rate of 5 videos per second. In the first three weeks of June, the rate increased to 9 links per second.
Brands should take note, because branded Vines are four times more likely to be shared than other video ads. Vine commercials are also more easily digested than other web videos, since they’re only six seconds long.
Unruly aims to help advertisers master the emerging platform with their own network of “Vioneers,” or Vine experts who can help with the content creation. The company has also created Unruly ShareRank, a system for predicting a video’s potential to go viral, as well as a distribution platform that reaches 978 million global unique users and an analytics platform to measure the end results.
“Views and RTs of the Vines are the primary KPI at launch,” explained Sarah Wood, co-founder and COO of Unruly. “We’re sure they’ll evolve as advertisers grow familiar with the channel.”