The Best Of PR News This Fall: Short-Form Video Edition

R.I.P. Vine. Yeah, remember Vine? Well, the short-form video app, created by Twitter, is slated to disappear within the next few months. We’re sure you’re wondering how this could happen. We’ll clue you in, and explore a few more of the latest trends in short-form social-sharing video.

The Death of Vine

Once thought of as the next greatest video-sharing app, Vine goes down in the history books as a good app, with “wrong place, wrong time” syndrome. Vine was born as the ideal destination for Twitter users’ personal videos. All was well until Snapchat hit the scene and Instagram updated its app with video sharing capabilities. Twitter was slow to invest in Vine, and top execs at Vine slowly exited one by one, leaving the company’s future uncertain. Twitter placed Vine for sale recently. Not one company met Twitter’s asking price, so the Vine app will quietly disappear within a few months. The online platform will remain to house the videos that have already been created, a catalogue of a short-lived app.

That’s Tasty

Chances are, if you’re on Facebook, you’ve seen a Tasty (a Buzzfeed creation) video whether you realize it or not. Videos are shot from a bird’s-eye-view of hands assembling recipes, then showcasing the final product within the short video. At just 15 months old, Tasty is the third-largest account on Facebook with 1.7 billion views. And when videos are released, they average 22.8 million views within their first 30 days on Facebook. Tasty videos even account for 37 percent of Buzzfeed’s overall video view counts on Facebook.

Tasty’s success has spurred the creation of other video channels within the Buzzfeed brand including Nifty, a DIY channel. Video is the fastest growing part of Buzzfeed in terms of monetization, as the media brand looks to Tasty’s success to grow its other video brands.

Snapchat Stories No Longer Autoplay

For those of you who might not know, Snapchat used to have an autoplay feature for Snapchat stories. Meaning, if you clicked on one story, it would roll to the next story, to the next story, so on and so forth until you finished all of your followers’ stories. This feature was not loved by Snapchat users. So, in an effort to improve Snapchat, the company did away with the autoplay feature, which has affected story views for brands, decreasing by 15 percent on average. While some might see the decrease as a detriment, others have a more positive outlook. The thought is that though brands on SnapChat are seeing a decrease in views, they are receiving more valuable engagements because, the views they are receiving, are from people intentionally clicking on the brand’s story.

With these recent stories, you can gather that short-form social-sharing video is here to stay. It’s a quick way to connect and engage with your followers and communicate with your friends. Quick videos are a fun way for brands to connect with followers and entertain them, while the same can be said for short-form video shared between friends across social media.

Want to explore more industry related topics? Check out our previous posts for more marketplace chatter!


About Kelsey Koralewski

As an account manager, Kelsey enjoys getting to the heart of the story for her clients. With a keen eye for trending topics, she strategizes various pitch angles, scoring coverage in outlets including Forbes, DigitalTrends, ComputerWorld, TechRepublic and more. If you want to catch Kelsey in her native environment, you'll likely find her watching Bravo!, visiting the newest donut shop in town, reading or playing with her golden retriever.

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