From today brands will be able to get a quick sense of just how popular their Vine videos are, with Vine’s new ‘loop’ metric, a metric similar to the ‘Views’ metrics used on other sites like YouTube.
With ‘loop counts’ it’s possible to see how many times people have looped a video, both on Vine itself and in embeds across the web. The number can be seen in both the Vine apps and on Vine.co and updates in real time as you watch a video, giving you the ability to see if you’re watching it with others, or alone.
You may also notice a ‘+’ next to certain loop counts, this is because Vine originally began tracking loops on 3 April 2014. For Vines created on or before this date, the number displayed only includes loops since then. The ‘+’ sign is an indication that the actual loop count is likely higher, as there were probably additional loops before 3 April.
Vine has also made more changes to the home feed offering its users bigger edge-to-edge videos and a cleaner view of likes and comments. In addition to a new separation between ‘New’ and ‘Older Activity’, you’ll also see a notification when your Vines surpass milestones to show just how awesome you are (e.g. 25 or 100 likes).
Although the loop feature will give an indication of just how widespread a video has gone, for brands, perhaps this isn’t the most accurate metric to look at when trying to determine just how popular a video is. Perhaps for now metrics like ‘re-vines’ and ‘likes’ are a better indication of audience approval.
The fact that Vine videos play automatically, and loop automatically could mean that if a web page is open with a Vine in the background looping over and over (just like the Vine video above), the number of loops would be increasing every six seconds, but this might not actually be because someone is watching the video over and over again. It’s therefore quite difficult to know whether those loops are a direct result of users viewing your content.
Perhaps this is an issue which will be resolved in the next update. For now, who knows, perhaps this addition to the app will encourage more brands to experiment with Vine videos as they now have an additional metric to measure success against, even if it’s not 100% accurate. If you’re looking for some inspiration on how to spark engagement on Vine, why not take some tips from brands like Burberry or Dunkin Donuts.