Here are all of the posts tagged ‘social media’.

We Are Social’s Wednesday Wrap-Up #154

by Jacqui Jewell in News

Facebook reveals video ad results for McDonald’s and Tourism Queensland

When Facebook launched Premium Video Ads in May there were no results showing advertisers what was achievable. Even the US, where the ads were rolled out earlier, had nothing. There were also concerns autoplay would turn users off.

McDonald’s was the first brand in Australia to use Facebook’s Premium Video Ads format. Queensland Tourism was the first travel and tourism client globally to adopt it. Both brands say the activity exceeded expectations and, via Facebook, have shared the results with AdNews.

According to Facebook’s own data, most people watched the McDonald’s 15-second ad all the way through. According to Nielsen’s Brand Effect metrics it reached 2.4 million people and achieved a 3-point lift in brand consideration. Tourism Queensland saw similar completion rates and achieved a 13-point lift.

More organisations are turning to video content and are looking for ways to distribute that content cost-effectively. Ahead of launch, advertisers were particularly interested in how Facebook’s video ads shape up against other video platforms such as YouTube.

“Facebook premium video is shifting the objectives,” said Roison Thanisch (interactive director at OMD, which handled the McDonald’s campaign), “Online video used to be just brand awareness and broadcast, now we’re seeing it shift further down to the pointy end of the funnel. You can tailor it specifically to reach more people who are likely to convert.”…“There needs to be more understanding that this creative content should be coming from local agencies and brands. We’re still a little bit stuck in the idea that content is the 30 second TVC. Facebook is creating a new standard for creative agencies locally,” she said. That should, she reckoned,  “get them shifting their mindset away from a TVC.”

Facebook Premium Video Ads in Numbers:

McDonald’s
• 3 point lift in brand scores
• 1.2 million video plays in 24 hours - [UDPATE: this article originally stated 1.2 million video plays in two weeks]
• Reached 2.3 million Australia
• 12 seconds – average video play of the
• 15-second ad
• 70% of views on mobile
• 10 cent cost per view

Tourism Queensland
• 13 point lift in consideration
• Reached 1 million people
• Over 660,000 video views
• $1 cost per engagement
• 11c cost per view of Premium

Source: Facebook, McDonald’s, Tourism Queensland.
Chat Apps Continue to Grow
Yesterday, WhatsApp’s CEO Jan Koum tweeted that the service now had an impressive 600,000,000 monthly active users and is continuing to grow at an astounding pace – gaining more than 9 new users every second. Other chat apps such as WeChat, LINE, Kakaotalk, Tango and Viber also appear to be increasing monthly active users. For more information, you can read our blog post on the subject.

 

Facebook Cracks Down on “Click-Baiting”
Facebook is cracking down on “click-baiting” headlines. They’re the headlines that encourage people to ‘click to see more’, without giving away much information about what they will actually see. In an attempt to give users a better experience on the platform, Facebook will weed out these stories that many feel are clogging up their News Feed.

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There was also an interesting second update from the platform, regarding sharing links in posts. Facebook announced yesterday that links that are shared by inserting them in the caption of a photo won’t do as well as those displayed in the link format (which appears when you paste a link while drafting a post).

 

Facebook Relaxes News Feed Ad Frequency Limits
Facebook has adjusted its advertising policy to show ads more frequently in the News Feed. a spokesperson from Facebook explains:

“We will not show more ads; rather, we are updating the spacing between ads, and relaxing some of the parameters around insertions of ads from the same advertiser”.

Now, users may see the same ad twice a day; previously, the limit was one. Similarly, two News Feed ads may be served daily to users who haven’t liked the Facebook Page of the brand in question (again, up from one previously). The aspect that remains seemingly unchanged is the daily limit of four News Feed ads that can be shown to people who have liked a Page.

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Instagram introduces Hyperlapse
Today, Instagram unveiled Hyperlapse, one of the company’s first apps outside of the platform itself. This all-new standalone app allows the creation of stabilised moving time-lapse videos. The app prompts you to record a video, after which it uses clever algorithm mapping and creates an ultra-smooth, floating-through-space type effect. The idea is to imitate not only the popular hyperlapse videos created using DSLRs and thousands of still frames, but also the cinematic motion tracking shots that appear in movies like Goodfellas and Kill Bill.

Introducing Hyperlapse from Instagram from Instagram on Vimeo.

 

Instagram Starts Offering Essential Ad Tools
Instagram, the Facebook owned photo sharing platform, has finally made itself more ad-friendly by rolling out a suite of analytics tools. These are aimed at brands and offer various insights and analytics, including reach, impressions, engagement and the performance of paid ad campaigns.

 

Twitter expands its advertising network in Europe
In a move to boost its international revenue, Twitter is expanding its advertising network across Europe in 12 new countries. All in all, Twitter Ads will now be available in 35 EMEA markets through direct sales support teams and reseller partnerships.

 

Vine Finally Lets You Import Videos From Your Phone
Last week, the six-second video-sharing service Vine was updated to allow users to upload existing videos onto the platform; granting the wishes of many, especially marketers. The move should encourage people to use the platform more often – the absence of this feature, until now, has resulted in some users opting for Instagram instead. In addition to video import, the Vine app will also let you edit the imported video, though only on iOS versions for now.

 

SlideShare Axes Its Freemium Model
SlideShare, the presentation-sharing platform with 60 million users owned by LinkedIn, announced last week that it is making its PRO level features, such as analytics, free, but claims there will be no update on advertising for now.

 

Pinterest’s new News feature
Pinterest has updated its mobile notifications section with a new feature, “News”. This new tab gives you a snapshot of what’s up with your Facebook friends and all the different Pinners or boards you follow. You can now learn about latest projects people are collecting Pins for, or interesting brands they are following. The one thing you won’t see are Pins that people save to their secret boards – after all, they have to keep some element of mystery, don’t they?

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Pinterest Launches A New Analytics Dashboard
Pinterest has also launched a new analytics dashboard that gives business users more insight into their Pinterest account, providing potential advertisers with a glimpse of their mobile and audience analytics for the first time. It tracks impressions, clicks, repins, and likes. Essentially, the dashboard is designed to provide a quick view into a business’ overall reach on Pinterest, and help those brands better understand how fans are interacting with their content.

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News and Ads to Debut on Snapchat
Snapchat might expand its service to videos, news articles and ads. A new service called Snapchat Discovery which would show content and ads to Snapchat users, has been discussed with various media companies. Set to debut in November, this could be an interesting move for the startup, whose 27 million users worldwide are used to an ad-free platform – but the offering could provide Snapchat’s first revenue and demonstrate its potential value to investors.

 

Funny or Die Reveals 10 Percent of Its Kik Fans Click on Video Messages
Will Ferrell’s comedy video website, Funny or Die, is among a handful of brands testing Kik Messenger’s new Promoted Chats product which enables marketers to promote their accounts, accumulate contacts and connect with them; it has been dubbed “chatvertising”. The digital comedy crew has seen a 10 percent click rate, quite remarkable considering on average they achieve around 0.5 percent on similar Facebook and Twitter posts.

 

Now you can Customise a Car in a Tweet
Acura may have accomplished a real Twitter first: the ability to customise a car in your Twitter Feed. That’s right, Acura is trumpeting the launch of the 2015 TLX performance luxury sedan by letting you create a customised car, within the platform. The tweet uses the revamped version of the new Twitter cards, which now let you add photos, videos or other media in the card itself.

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Facebook Launches ‘Mentions Box’ Device During Emmys
The Emmys took place this weekend, and Facebook debuted the Facebook Mentions Box, an interactive device that stars could wield to answer questions from fans. It’s similar to the InstaStop Video Q&A Station that Instagram launched at the Golden Globes in January.

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Brands out in Real-Time Force at the Emmys
And of course, brands jumped on the real-time marketing bandwagon that accompanies any major event these days. The real-time winners included Netflix, which embraced presenter Jimmy Kimmel’s mocking of Ricky Gervais’ ‘Netflix face’ with one of the best tweets of the evening.

However, it wasn’t all good. Mercedez Benz showed a lack of understanding of the ‘real time’ concept with this unimaginative tweet sent a full four days before the event.

 

Puma’s Twitter Hashtag Campaign Just Went Very Wrong
Puma was caught out in spectacular fashion when Twitter pranksters hijacked their campaign. Whilst trying promoting ‘Forever Faster’, Puma asked fans to tweet their favourite Puma-wearing player to get a personalised “autograph” Twitter card. As you’d expect, things all went terribly wrong when rival fans changed their Twitter names to resemble some not so nice phrases to accompany Puma’s messages, which were tweeted back to the user. Here are some (of the tamest!) examples…

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We Are Social’s Tuesday Tune-Up #150

by Gillian Collison

‘Symbol of Peace’ goes viral

As violence continues between Israeli forces and Hamas, a selfie taken by Sulome Anderson has gone viral on Twitter, sparking a symbol of peace in the Middle East. The photograph shows Arab-American journalist Anderson and her Israeli-American boyfriend kissing while Anderson holds a piece of paper reading “Jews and Arabs Refuse To Be Enemies.”

The statement has now become a hashtag and resulted in thousands of tweets and retweets from around the globe calling for peace. Anderson states in  NY Mag essay they “posted the picture without a second thought” to support a then little-known Facebook page. She admits now that the response is “scary and overwhelming. But we both know that afraid is the wrong way to feel about it.”

 

David Jones launches collection via YouTube

In a move from the retailer who is usually behind competitors in the digital space, David Jones has kicked off its new spring and summer collection with a 90-second video piece via it’s Youtube channel.  The highly stylised video titled ‘Explore S/S14 David Jones Film’ features Jessica Gomes, Montana Cox and other models on a playful journey through cities, beaches and forests as directed by Jeffrey Darling. The video can be seen on David Jones’ newly launched Youtube channel which coincides with the launch of  content environment website ‘Style HQ’.

Mobile social users engage more with brands

Mobile social users are more likely than their desktop-only equivalents to ‘like’ branded content, according to a survey of 37,000 US online adults. The study asked recipients if they liked something a company posted at least once per week; 49% of tablet users and 46% of those using smartphones said that they did, compared to 37% of desktop/PC-only users. Meanwhile, 64% of US online adults access social media through desktops/laptops, 45% on smartphones and 25% tablets.

Facebook releases Q2 results

Facebook released its Q2 results last week and they contained some impressive numbers. Monthly active users (MAUs) have grown to over 1.3 billion, up from 1.276 billion in Q1, while mobile MAUs now total 1.07 billion (vs. 1.008 billion last quarter).

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The real success, though, is financial. Total revenue has increased to $2.9bn, the company’s biggest quarterly total, up from $2.5bn in Q1.

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Ad revenue for the quarter amounted to $2.68bn, of which 62% came through mobile. Indeed 30% of the network’s MAUs access it solely through mobiles or tablets, leading to discussion about the potential for a mobile-only version of Facebook. Ad prices more than doubled last quarter, too, allowing Facebook to increase its revenue while reducing the number of total ads. These figures combined have led to a valuation of $192bn, more than Disney or Toyota, which is 128 times its profits for the whole of last year.

LinkedIn adds new ad capabilities

LinkedIn has launched ‘Direct Sponsored Content’, a new ad format that will allow advertisers to test, tailor and target content, much like they do on Facebook. The new system will compliment ‘Sponsored Stories’, the main difference being the ability to target different messages at specific audiences.

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LinkedIn buys Bizo

Some more big ad news from LinkedIn: the network has purchased business-to-business digital advertising company, Bizo, for $175m. Deep Nishar, LinkedIn SVP of product and user experience, said of the move:

Our ability to integrate [Bizo's] b-to-b solutions with our content marketing products will enable us to become the most effective platform for b-to-b marketers to engage professionals.

Foursquare sheds check-ins

Foursquare has launched the latest version of its main app, through which you can longer check in. To do so, users will now need to use ‘Swarm’ – the main Foursquare app is being reinvented as a discovery service, similar to the likes of Yelp.

‘The Giver’ produces Kik campaign

A new film for young adults, named ‘The Giver’, is launching a campaign on messaging app, Kik. The film’s promoters have created a card that contains a trailer, trivia and film-branded stickers, all of which can be shared with other users within the app.

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Applebee’s looks for Instagram ‘Fantographers’

Over the next year, US restaurant chain, Applebee’s, is to populate its Instagram feed with content from ‘Fantographers’. First, users opt in for a microsite, then anything shared using #Applebees or #Fantographer is eligible to be posted by the brand. Each image will have a border added, like so:

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adidas and Champs Sports launch #adicolorTV

adidas has joined up with Champs Sports to produce a set of four online shows hosted on Instagram. The campaign, dubbed #adicolorTV, is being run through the Champs Sports page.

Expedia wants throwback photos

Expedia is looking to tap into the ‘Throwback Thursday’ trend on Instagram and Twitter by asking users to tweet such photos @Expedia using #ThrowMeBack. Each week, one winner is selected to receive a voucher, so that they can revisit the site of their photo.

Prime TV to reveal everyone’s favourite child

A new season of Modern Family is set to premiere on New Zealand’s Prime TV, which has created a Facebook app for the occasion. The ‘Favourite Child Detector’ analyses your Facebook history and ranks you and your siblings based on interactions from your parents.

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Michelle Phan being sued over music licensing

Here’s a cautionary tale to any brands and content creators using other people’s music or images withour permission. YouTube star, Michelle Phan, is being sued by electronic dance music label, Ultra, for allegedly using its music without the proper permissions. Phan sells adverts against her channel, and also uses it to promote her makeup line.

Captain Morgan made to remove Facebook post by ASA

Diageo-owned rum brand, Captain Morgan, was forced to remove a Facebook post, after the UK’s Advertising Standards Authority ruled that it implied alcohol helps conquer boredom. The text read “Wednesday. I’m declaring war on mid-week boredom”, so you can sort of see where they’re coming from.

David Mitchell writes a short story on Twitter

David Mitchell, author of ‘Cloud Atlas’, has released a short story piece-by-piece on Twitter. It’s taken 280 tweets – here’s how it starts:

 

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This Week According to the Internet #45

by Max Mills

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This week; Uruk-Hai shopping trips, personality tests and Celine Dion covers.

Check out what we’ve been following this week:

MIDDLE EARTH: Uruk-Hai goes shopping.

PROFILED: Learn your social media personality.

EXPOSED: The dress that reveals more with each share.

BOREDING: What time, boredom, a camera and an empty airport lead to.

CLICKBAIT: The Onion takes on Buzzfeed.

(Image via)

 

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We Are Social’s Tune-Up #141

by Stephanie Ryan in News

Facebook can automatically identify music and TV

For the last year, Facebook users have been able to share how they’re ‘feeling’, or what they’re ‘watching’ or ‘listening to’. The network has now expanded the feature, allowing iPhone, iPad or Android microphones to automatically identify music and TV programmes, which can be shared as updates using the normal ‘listening to’ or ‘watching’ format. Facebook has promised not to retain any data from the system, which is being rolled out to US users in the coming weeks.

Facebook looking to rival online dating sites

Facebook is testing an ‘Ask’ button, which allows one user to enquire into another’s relationship status. Mashable pointed out the button’s huge potential and its significance for the online dating world; with such a huge user base, Facebook could quite easily become a rival to the likes of eHarmony and match.com. The Guardian, however, was much less positive, discussing the likelihood of unnecessary pestering and oversharing.

Facebook rolls out ‘I’m a Voter’ button

During the Indian elections in May, over 4 million Facebook users clicked on a new ‘I’m a Voter’ button. As a result, Facebook is expanding the feature to the EU, Colombia, South Korea, Indonesia, New Zealand and Brazil. It’s already seen success in America, too, where its launch during the 2010 mid-term elections was credited with mobilising 340,000 extra voters.

Facebook changes privacy settings

Facebook has responded to pressure and changed its default privacy settings. Those joining from Thursday will now automatically share updates with only ‘friends and family’, rather than the whole public. The change won’t affect current users, who will be prompted to perform a ‘privacy check up’.

Facebook expands premium video ads to new markets

Facebook is expanding its premium video ads, rumoured to cost $1m per day, to the UK. They could start to appear as early as June, but will be expected to take off in September, during the busy ‘back to school’ period for key retailers, Tesco and ASDA. The ads, which have been available in the US since March, will also be heading to Australia, Brazil, Canada, France, Germany and Japan.

Nielsen Twitter TV Rating to provide demographics

Nielsen’s Twitter TV Rating service now includes demographic information on tweet authors. So far, the data collected varies hugely between programmes: sport skews 79% male, reality 65% female. The youngest audience counted 98% of its members under 35, while the oldest saw 85% over 35.

Pinterest adds third party analytics

Pinterest is launching a new analytics API that will allow select partners, such as Salesforce and Hootsuite, to offer a range of Pinterest business insights. The move will not affect Pinterest’s own in built analytics tool.

Vivid Snap photography app adds new dimension to popular festival

Sydney’s popular Vivid Festival kicked off last Friday, and this year it’s being supported by an extra app in addition to the official guide and planner. Vivid Snap is a photography app that lets users integrate light art into their festival snaps before they share them with their friends.

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Tweet of Origin launched ahead of State of Origin game one

Twitter data collected during tonight’s State of Origin match between New South Wales and Queensland will be taken from the Nine Network’s 9jumpin iOS/Web app to generate real-time stats showing which state is getting the most online support. The result of a collaboration between Nine and Mi9,  ’Tweet of Origin‘  is drawing data from the #Origin hashtag and representing sentiment in a meter. Up the Blues!

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adidas allows customers to ‘Instagramize’ shoes

adidas is allowing buyers of its ZX Flux trainers to customise them with their favourite Instagram photos. The process, referred to as ‘Instagramizing’, is shown in the below update from the brand.

Miller Lite is creating a social TV ad

Chicago-based beer brand, Miller Lite, is launching a TV commercial made up of user-generated content from Twitter. Anyone who tweets a picture using #ItsMillerTime will be eligible for the chance to win $1,000 and a place in the ad.

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Budweiser’s social efforts for the World Cup

Budweiser is ramping up its social efforts as official beer to the 2014 World Cup. It’s launching a ‘Rise as One’ microsite to act as a hub for various video and photo content and will also ask fans to vote for their man of the match on Twitter after each game. On site in Rio, there will be a branded hotel, which is set to include an Instagram booth and Facebook studio.

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Save The Children launches #Vlog4Good

Save The Children is looking for a new face for its YouTube channel, and is planning to find them through social. Applicants will be given one minute to explain, on video, why they should win the 12 month paid position, in which they’ll be expected to ‘reinvent’ the charity’s editorial approach for the platform.

We Are Social create social viewer for STA Travel

We Are Social has created a campaign for STA Travel, encouraging young Australians to travel domestically. The brand will host a social version of a ’3d viewer’, allowing users to create their own reel from influencers’ Instagram photos and develop a personalised Australian experience.

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Holiday request sets Twitter alight

After an innocuous holiday request by security guard, Greg Heaslip, was sent to every employee at Arcadia group, #GiveGregTheHoliday started trending on Twitter. This led to a piece of reactive marketing by Trek America:

 

He also received other prizes, including a tuxedo. However, he’s decided to donate everything to the Stephen Sutton charity and go to Chessington World of Adventures, as he originally planned – a real-life example of a ‘Good Guy Greg’.

Asos upset Jodie Marsh with ‘man’ Twitter comment
Online fashion retailer, Asos, upset glamour star turned bodybuilder, Jodie Marsh last week, when they used her image to refer to models who ‘look like a man’.

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Marsh took to Twitter to voice her anger, referring to the company as ‘bullies’. As a result, Asos has donated £10,000 to an anti-bullying charity and apologised to Marsh. RetailWeek analysed what the ‘fail’ means for brands, including advice by We Are Social’s own Lisa Hardy to ensure that the person in charge of responding on Twitter is adequately experienced for the role.

Velveeta’s Facebook tone of voice wins over fans
Velveeta processed cheese has seen its Facebook page take a slightly odd turn recently, posting what can only be referred to as, errr, ‘cheesy’ updates.

 

These have led to some unpleasant responses, but the brand has dealt with them well and managed to convert users to its side. It’s a great example of the success a unique tone of voice can bring to a brand.

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Outdoor Plus gets Coldplay’s help on Twitter

Billboard company Outdoor Plus saw huge success on Twitter last week, when they tweeted the below to Coldplay. When the band retweeted this to their 12 million followers, the company saw a big rise in reach – a clear example of the power of influencers.

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We Are Social’s Tuesday Tune-Up #138

by Rosalie Odtojan in News

Relief organisation Misereor introduces ‘The Social Swipe’

What’s the one thing people always have with them? A credit card.

To encourage donations, Misereor introduced The Social Swipe – an interactive poster that has a slit in the middle where people can insert and swipe down their credit card to make a donation of two Euros.

Swiping a credit card triggers an animation sequence that illustrates what a small donation can do to help the poor and disadvantaged. This clever activation provides people with an easy and engaging way to get involved and illustrates where their donation goes to.

Coca-Cola ‘Happiness Arcade Machine’ makes recycling fun

Coca-Cola has come up with a green initiative to get kids involved with recycling in Bangladesh called ‘The Happiness Arcade‘. In an effort to raise awareness and incentivise recycling, the brand installed six arcade machines in Dhaka that run on empty bottles rather than quarters.

In the mean time, we can all continue to look for ways to make recycling fun!

Facebook launches mobile ads Audience Network

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Facebook has launched its mobile ad network, allowing developers to make money without having to sell their own ads, do their own targeting, handle measurement, or route payments.

The program will roll out over the “coming months” and will start with advertisers interested in buying app installs and engagement ads. No surprises here – Facebook will take a cut of what advertisers pay and hand the rest to the publishers.

The ads come in three formats: standard IAB banners, standard IAB interstitials, and native ad units.

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YouTube adds three-second clips to all video content

Google announced a new feature for YouTube that will let creators upload a 3-second intro clip that will play before all of their channels’ videos.

To get started, channel managers need to upload the intro as an unlisted video, select “Add a channel branding intro” on the InVideo Programming Page and then choose on which videos the clip should play.

Unfortunately, Google won’t allow these intro videos to serve as ads, sponsorships or product placements.

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Foursquare has introduced a new stand-alone app, Swarm

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Foursquare is breaking itself to two parts: Foursquare for exploring your location, and a whole new app, called Swarm, for keeping up with friends.

The idea comes out of the two unique experiences that Foursquare users have always valued: the first, was sharing your location and finding out where your friends are; the second category became finding new places in your area, by reading reviews, viewing menus/pictures, then locating them on a map.

Bottom line: Swarm will be a map of all your friends, and Foursquare will be a map of all your places. You can sign up for the Swarm mailing list to be the first to know when it is released.

Twitter is experimenting with a mute feature in its mobile apps

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Do you ever feel pressured to follow someone for work or social reasons even though their tweets annoy you? No problem, Twitter is experimenting with a mute feature in its mobile apps.

Some users of the company’s iOS and Android clients are now seeing an option to mute accounts that they follow, preventing another user’s tweets and retweets from appearing in their timeline. The user remains muted until you manually unmute them.

In essence, you won’t be seeing another person’s tweets, but they won’t know that. Everybody wins!

Vine gets a makeover – videos are now viewable to non-users

In addition to the home feed and profile view that featured on the initial version of Vine, users will now find a search bar and a set of discovery features from the mobile apps: including curated content — playlists and featured videos and features users — channels, trending tags and popular now.

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Interestingly, the site is now accessible for visitors that are not logged in to the service, which will open it up to all for the first time. Like Instagram, Vine began as a mobile-only service, and it will be interesting to see how the team continues to develop the Web version with a greater focus on consuming content.

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