How much time do you get to tell your story in a video? How long until a viewer loses interest and clicks over to another link? Those are big questions for video marketers who compile content with timestamps in mind, the same way content writers typically compose with word count in mind.

Most marketers will agree that short-form video has become a great way to build awareness and drive people to the very top of your sales and marketing funnel. In fact, millions of videos are posted on Vine and Instagram daily. The short, concise video lengths help retain viewer engagement, as they require less time commitment.

However, some marketers are conflicted as to which platform ultimately has more impact with a brand's consumers and fans.

Should You Use Instagram or Vine?

To figure this out, let's first take a look at the history...

When Vine first arrived on the scene a few years ago, it initially prompted brands to experiment with short, looped video to showcase products and reinforce brand identity.

Similarly, since being bought by Facebook a few years ago, Instagram added the ability to share video clips on its wildly popular social media platform. And as its large user base continues to grow, Instagram is proving that brands can have more reach and engagement by using its platform.

Now, let's look at size (which does matter in this case). Instagram is definitely the bigger of the two, offering a 15-second limit for its videos, which is two and one-half times longer than the six-second limit Vine imposes on its users. Because 15 seconds is comparable to the length of an average TV commercial, marketers and brands can use Instagram to showcase much more visually compelling and content-rich videos.

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image of Dane Atkinson

Dane Atkinson is CEO of, a data analytics tool provider.

LinkedIn: Dane Atkinson