Vine’s influence in the short video world has been fading away into obscurity. The social media app capitalized on looping short videos.
With the average attention span of people now less than a goldfish, the value of replay is crucial. The Twitter-owned app has been replaced by “Vine Camera” which lets users continue to create those 6.5-second videos.
The revenue of looping has emerged as a way for advertisers to monitor the potential of 6.5-second second videos.
Obviously, it is hard to monitor the effectiveness of short-form ads considering people usually skip any ad they can. With the ability to monitor loops, the amount of times a video is played can mean big money for advertisers as well as social media users trying to make their way to internet stardom.
“I felt like Vine was one of the first platforms to help marketers and advertisers to really hone their storytelling to tell an effective story on that platform,” said Jen Choi, senior social marketing manager at Huge.
It’s too early to tell if looping will be lucrative. The big issue is that someone can watch a video, put their phone down and continue to loop the same video. This could easily cause inflation and ineffective data gathering.
“I don’t know if having a standardized ad metric for six-and-a-half-second loops is going to make or break anybody’s ad campaign,” said eMarketer analyst Paul Verna, adding that he tends to “take a pretty skeptical view” of ad metrics on digital platforms.