Vine vs Instagram

The launch of Instagram Video has undoubtedly caused the the big debate of, ‘Which is better; Instagram or Vine?’ Now that the dust has settled, I wanted to take a proper look at them both.

It seems as if marketers and social media users feel that you can only really use one or the other, when in reality should it matter which platform the public choose to share their video creations through?

Instagram has had the upper hand in the debate of Vine vs Instagram from the start as it had a very large number of users before Vine was even introduced - Instagram has 130 million users compared to Vine’s 20 million. This obviously is a great difference between the two, but Vine have succeeded in gaining as many users as it has in just a few months since it’s introduction to the social media world. I read an article which shows that shares dropped almost 40% between June 19th and 20th, the day Instagram’s video was launched. Vine shares then continued to decline the following week and on June 26th, less than 900,000 Vine links were shared on Twitter, compared with the almost 3 million shared on June 15th.


Vine and Instagram do seem to attract two extremely distinct audiences. Instagram was initially introduced for its users to share photos with each other, whereas Vine was set up for the sole purpose of creating videos to share and nothing else. So why is Instagram captivating a bigger audience than Vine since the introduction of its video tool? 

According to an article on Fire Belly Marketing, Instagram is very appealing to the ‘millennials’ who are very in touch with the social media world, and can quite easily adapt to change, hence the reason Instagram Video has attracted even more users. In fact, it seems that Millennials are 2.5 times more likely to adopt technology and the best way to reach this age bracket is through social media. The appeal of Instagram is that it creates emotional connections for its audience through their sharing of personal photos, such as  their pet, their favourite drink, right through to the dinner they had that evening. The introduction of the Video has a very personal approach and keeps people interested. The Millennials appreciate social media and are exceptionally good at using it.

Another positive for the Instagram Video is that it is fast paced and users can make a video up to 15 seconds long (compared to Vine’s 6 second clips), which is long enough for it to be entertaining and keep it’s audience wanting to come back for more. The new video tool also has a choice of 13 filters and editing capability, giving the user more variation and freedom to put their own spin on their finished clip. 

On the other end of the spectrum, Vine is a very popular and successful app with many benefits, which users may prefer to Instagram. Vine is an extremely simple tool to use which is undoubtedly one of the main reasons people use it, and the audience tends to consist of a slightly older age bracket than the those of its rival. Vine’s ‘no hassle’ aspect keeps people engaged, and the short 6 second video time means you have to be very creative in a very limited amount of time. Unlike its competitor, Vine offers a faster load time, looping videos and doesn’t force sharing which works in its favour.

It is due to its simplicity that Vine is already being used by businesses who want to promote their product through an effective marketing platform. I was reading a blog post on and It seems that professionals are utilising Vine to reach their consumers on a more personal level. People are very curious by nature and we like to know how things are made or work, so professionals have been taking note with useful ‘how to’ clips using their products and services effectively with a few easy to follow steps.

Through reading a variety of articles relating to the Instagram vs Vine debate, it seems that the social media world is very excited about the introduction of the Instagram video tool. Instagram is already a very popular app and its users can communicate through photos and videos which are personal to them, but it was originally designed to be a photo sharing tool and did they really need to bring about the video as well? and go one better than Vine with its 15 second clips as opposed to Vine’s 6 second filming capacity?

Personally, I still am an avid fan of Vine simply because this app was designed for people to create short, creative clips and nothing else. It has an extremely simple interface and allows the user to let their creative juices flow and condense their ideas into a couple of seconds. I also believe that people should be able to use both Instagram and Vine if they want to, it seems like users are almost being forced to make a choice, when really that shouldn’t come into it at all. 

Which video app do you prefer to use and do you think Instagram should’ve just stayed with what they do best; a photo sharing tool? Have the recent Vine updates pushed you more towards Team Vine?

Follow me @KarenWard22


Paul Shepherd

I've worked in digital communications for around 15 years, and specialised in social media for the past three. Passionate about new technologies, media, and the impact it has on businesses bottom line, I try to bring that passion to every campaign for every brand we work with.