In the past year and a half, Instagram and Twitter introduced video services nine months apart. Twitter purchased and launched six-second mobile video platform Vine in October 2012. In July, Instagram launched 15-second videos. The close launch kicked off a debate about which platform had superior capabilities, but Instagram video soon surpassed Vine in engagement and possibilities.
Still, Instagram video has room to grow. A comparison to Instagram photos, in our Intelligence Report: Instagram, shows video has a fraction of the engagement. The top most engaged-with photo on Instagram (from Macy’s) had a 66.5% engagement rate versus 5.16% for the top most-engaged video on the platform (from Urban Decay).