Socialbakers recently conducted a head-to-head comparison of tweets containing Vine and YouTube videos, finding that the former were seeing “surprising” engagement rates. Now Socialbakers is at it again, this time including Instagram videos and broadening its level of analysis. Based on a sample of 1,141 brand profiles and almost 6,000 tweets over the span of about 1 month, the study indicates that tweeted Vine videos are averaging 20 retweets, compared to 19 for YouTube and 7 for Instagram. But there’s an important caveat.
That caveat? Not all of the brands tweeted all 3 video types. As a result, the data could be skewed according to the popularity and relative engagement profiles of the brands that tweeted the videos. Socialbakers provided an example of a brand (Dove global) that had tweeted all 3, finding that its engagement rate was multiples higher for YouTube (0.0359%) than for Instagram (0.0073%) and Vine (0.0060%) videos. That’s despite the overall study results demonstrating a far smaller gap in engagement rate between tweets containing YouTube videos and those containing Vine videos (0.036% vs. 0.021%). In the overall figures, both are far ahead of tweeted Instagram videos, which see an average engagement rate of 0.011%. Read the rest at MarketingCharts.
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