The Vine mobile application, which allows users to create short, six-second looping videos, has until recently been available only for iOS (an Android version was released earlier this month).
Nevertheless, its engagement rate on Twitter, which owns Vine, is fast approaching that of YouTube videos shared via Twitter.
The report, which examined more than 30,000 tweets by selected brands between May 5 and June 5, found that YouTube videos had a 0.048% engagement rate, while Vine videos had a 0.031% engagement rate.
However, total tweets that contain YouTube embeds still far outnumber those containing Vine embeds.
As the report notes, one reason that Vine uploads may be doing well is because of how tightly the app is integrated into the Twitter platform (Vine was acquired by Twitter in 2012). Also, the short length of the videos may make for easier skimming.
About the research: The report was based on an analysis of the engagement rates of 27,454 tweeted YouTube links and 5,105 tweeted Vine links by selected brands between May 5 and June 5, 2013.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji