1.2013 Zcalo Group Food Brands Using Social Video Vine vs Instagram August 2013 @JessicaReed09

2. Executive Summary Brands are using Vine for brand awareness, quick demos and sneak peeks. On Instagram, brands post videos with more narrative and creative focus. Instagram videos are generating more interactions, likely from the larger user base. Most brand activations are experimental to-date, with only 1-2 videos on either or both channels. 3. Users 13 million users (before Android launch) 554 million active users on Twitter 130 million users 1 billion active users on Facebook Popularity Most downloaded app outside of gaming (iTunes App Chart) 11% of iPhone users active users of Vine Most active Vine users tweet an average of more than 14 videos per day Weekly post frequency of 1.98% with 1.24% overall interaction rate #14 downloaded - iTunes App Chart 35% of iPhone users active on Instagram 45 million photos shared per day Weekly post frequency 0.84% with 1.06% overall interaction rate (likes and comments) Channel Integration Unique benefits Continuous loop play Adapted for stop motion Add to category feeds Reposting Filters Editing Video stabilization Choose thumbnail Quick Comparison 2 4. Tone Humorous, upbeat, fun Artsy, thoughtful, informative Audio Music, background noise Narrated, music Brands Usage Awareness, announcements, quick demos, sneak peaks Showcase creativity, product demonstrations, narrated stories, interviews Top Brand Categories Retailers, food, beauty, media Fashion, sports, luxury, automotive Brand Insights 2 5. Brand Following Instagram Videos Vine Topic/Approach Taco Bell 143,481 3 #DoritosLocosTacos announcement & videos showing @Our2ndLife trying them with just background noise Oreo 92,261 Created series of videos with #OreoSnackHacks such as making milk & Oreo ice cubes for coffee without sound Ben & Jerrys 205,167 2 The making of ice cream flavor San Franciscos City Churned with just background noise Red Mango 364,388 McDonalds 37,248 Stop motion with food such as Fill Your Day with McCafe smoothie filling cup, without sound Dunkin Donuts 53,221 Stop motion with food, such as Munchkin donuts becoming fireworks for 4th of July with background noise Food Network 211,251 One video, narrated sweep of office: Welcome to lobby at Food Network HQ in Chelsea Market Most Popular Food Brands on Instagram 6. Presence: Oreo 2 Oreo#SnackHacks recipes and videos from #Wonderfilled NYC event Significant engagement compared to other brands, with 300+ likes, 130+ revines (shares) and several comments Vine: 5,237 followers Posts: 14 videos Twitter: 151,050 followers 7. Presence: Chobani 2 Feature simple & colorful how-tos with various #KitchenTricks No product mentions Average 180 likes, 8 comments and 1-2 revines Vine: 2,496 followers Posts: 7 videos Twitter: 62,000 followers 8. Presence: Peanut Butter Co 2 Fun, humorous tone with various product shots or product being used Holiday post encouraged viewers to download coupon on Facebook app Average 30 likes Vine: 853 followers Posts: 11 videos Twitter: 34,600 followers 9. Presence: Red Vines 2 Timely videos for the holidays or causes incorporating the product Supporting with Promoted Tweets on Twitter Vine: 1,644 followers Posts: 17 videos Twitter: 51,864 followers 10. Presence: Bon Appetit 2 How-to videos including pickled vegetables, cleaning a grill, and how to flame an orange peel for a drink Around 100 likes per post Vine: 8,458 followers Posts: 13 videos Twitter: 468,351 followers 11. Presence: Pepperidge Farm 2 Testing different videos including showcasing new product, employee service day and shout-out for career openings Minimal engagement Vine: 148 followers Posts: 5 videos Twitter: 14,957 followers 12. Presence: Betty Crocker 2 Stop motion video featuring different cupcake ideas for Fourth of July More comments than typical photo post; average number of likes 23,000 followers Posts: 1 video 13. Presence: Duncan Hines 2 Sprinkles pouring over a spoon of frosting for 4th of July and a stop motion of cookie being eaten Not more engagement than photos 567 followers Posts: 2 videos 14. Yell Design Food Fun Simple stop motion videos Highly shareable Average 5-7K likes and 200+ revines Extensive media coverage including CNN, Mashable and PRNewser Vine: 120,000 followers Twitter: 500 followers 15. Creative: Mario Bros Recreated 2 Fun & simple Created by artist Hunter Harrison Significant media coverage including Daily Mail, Mashable, LA Times and Ubergizmo Vine: 14,936 followers Posts: 91 videos Twitter: 500 followers 16. Best Practices 2 Best videos are stabilized, single location. Lower quality mobile devices to shoot with and no editing make movement difficult to follow. The perfect #loop (last frame flows into first frame) encourages re-watching Upload to category (food, nature) Humor is popular on Vine, like the Ryan Gosling wont eat his cereal series Include #hashtags for searchability 17. Video Best Practices 2 Keep with Instagrams focus on beautiful imagery and aesthetics Add audio music or narration over a single image/shot Use a filter for the vintage look users love Choose compelling cover shot Include #hashtags for searchability 18. Best Practices for Food in Social Videos 2 No people; keep it focused on the food Audio optional, as the visuals tell the story It can be a snippet from a recipe, directing viewers to link for more, like this pesto Vine For a recipe, display clear view of all ingredients, one step of the cooking process and the finished product. 19. Topics to Consider for Social Video Program Length Tone Audio Engagement volume goals Sharing on other networks Brand channel destination Paid promotion 20. 2013 Zcalo Group Questions? Jessica Reed Emerging Media Strategist Zcalo Group Email: jreed@zocalogroup.com LinkedIn: JessicaReed09 Twitter: JessicaReed09 Sources: Mashable, LuxuryLab, Vine, Instagram