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The most viewed brand Vines and what can we learn from them as Twitter closes the loop


By John McCarthy | Opinion editor

October 28, 2016 | 5 min read

Now Twitter has sealed the untimely demise of six second video network Vine, short-form social video specialists Burst Insights, which collated The Drum’s Brand Vine Chart week after week, has dug into its data trove to ascertain which companies created the most looped Vines.

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Vine / Twitter

As an early player in snackable videos, the time restrictions enforced by the platform got brands and advertisers in the habit of creating snackable, effective and creative content long before the Facebooks and the Snapchats of the world realised it was the way forward.

But Twitter has delivered a deathblow to the site as it looks to lighten the load and provide more profitability to prospective buyers. Now the creators and brands will move on to new platforms (in the highly unlikely case they hadn't already) .

Below are some of the most looped brand Vines ever, according to Burst.

10. Jolly Rancher

9. GoPro

8. WWE

7. FC Barcelona

6. Vine (promoting an extensive update)

5. MLB

4. NBA

3. Toronto Raptors

2. Downy

1. Louis Vuitton

Simon Bibby, ‎head of research and co-founder of Burst, said: "What made Vine compelling was the creative chaos of trying to get your message across in six (and a half) seconds. It challenged marketers to be bold, take risks and tell engaging short stories in an era where the human attention span is now less than a goldfish. In theory it should not have failed, and for many brands it didn't. The influencers, artists, sports clubs and brands that succeeded on Vine were the ones who could deliver a complete story arc in a single loop. For me, Vine's legacy is how it revived stop-motion (and even magic) as a creative art form.

"In the early days Vine was a good fit for fashion, before Instagram added its own looping video. Meanwhile, has taken over to become the platform to build a pop career through short video snippets. Vine is still drawing in sports fans but we've already seen some clubs prioritising Snapchat this season. In the main, video creators now have to be platform agnostic if they want to get noticed."

Rus Yusupov, the founder of the Vine, expressed his remorse at its closure, despite having sold it to Twitter for $30m in 2013, claiming “Don’t sell your company!” earlier today (Friday 28 October).

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