Agencies Officially Need to Pay Attention to Vine Now
Posted in: UncategorizedYou’ve heard of Vine, right? Of course you have–and we’ll go out on a sturdy limb in suggesting that most of our readers probably don’t think of Twitter’s six-second loop tool as the Next Big Thing in digital marketing.
This week, however, the company unveiled the latest step in its campaign to appeal to those of the agency persuasion: loop counts.
What does that alien phrase mean? Metrics to measure how many times people have clicked on given “vines” have been around for a while, but this one tells us how many times a given clip has looped–and it somehow controls for the “open tab” factor as well. The idea is that viewers will watch the most compelling Vines loop repeatedly, thereby increasing brand retention, etc.
In short, we can now get a better sense of how much Vine campaigns are worth–and, given recent agency trends focusing on more accurate measurement for social media campaigns, some think that this means more shops will have to take Vine seriously.
A few marketing experts weigh in after the jump.
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