Unruly Wants to Help Brands Create Shareable Vine Videos

/ Jun 25, 2013


New research from social video tech provider Unruly Media shows that the number of tweets that included a link to a Vine video nearly doubled in the last month, from five every second at the end of April to nine every second during the first three weeks of this month. With that in mind, Unruly has unveiled a new product suite designed specifically for advertisers to create and distribute Vine videos.

Unruly’s Vine Academy (the startup has a particular fondness for educational terminology) will allow advertisers to create Vine videos and then measure how shareable they are via the startup’s ShareRank algorithm.

The startup says brands will have the ability to distribute their Vine videos to an audience of 978 million users via its Vine app and Vine Social Video Player, both of which come with the newly launched Vine product suite. The Vine Player can be embedded on to every site/blog Unruly has access to (which is where that 978 million number comes from).

Unruly has also ported their Unruly Analytics into the program to enable a quick comparison with other successful campaigns.

Most of the new product suite is simply an extension of Unruly’s social video capabilities. The startup offers the same resources and tools for advertisers interested in social video that’s longer than six seconds.

What makes this interesting, though, is Unruly’s introduction of “Vioneers” — its term for successful content creators on Vine. The company is building a network of Vioneers, which will be available to brands to partner with in order to create new branded Vine videos, or to repurpose their existing, longer-form video content. It’s not exactly clear how or where these videos will be distributed — across Unruly’s audience of 978 million, for sure, but it wouldn’t be all that surprising to see these six-second branded videos show up  on the creators’ own Vine pages. Which is all to say, this talent network shares some similarities with what is happening on the other big social video platform.

This also might be the beginning of something. Last Thursday, Vine star Jerome Jarre and investor Gary Vaynerchuk announced the creation of a new a talent agency, called Grape Story, to represent Vine stars.

Vine currently has 13 million users, but as more creators and brands shift their attention to it, the social network will continue to grow in prominence.

As for Vine’s newest semi-competitor, Instagram, Unruly tells us has started “looking into” Instagram for Video. UPDATE: Here’s the company’s official response:

We have a team of developers constantly developing new apps and products to make sure our customers are always able to leverage the latest social video tools and platforms to help make their films famous. We’re monitoring consumer adoption of the platform closely and as soon as it gets to a level which makes sense for our clients, we will support it. One of the advantages of running an agile XP technology team is that we’re continuously testing and developing products as the video landscape evolves. When a new platform or technology reaches a tipping point we can allocate resources to provide best of breed technology support.


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