Recently, Twitter introduced Vine – a new mobile application that lets users capture a number of film frames, which are looped in short 6-second videos and shared on Twitter.

Vine – The Instagram of Video

Some argue that these 6-second video tweets are the next Instagram, as they can artistically capture spontaneous moments, but with motion and sound features. Brands are already experimenting with Vine as a new short ad format. The great news for brands is that they can communicate and entertain across social networks but are less likely to lose consumers attention than traditional advertising.

We monitored how often the Vine app has been used or mentioned on Facebook and Twitter by brands and media throughout the last week of January, after its launch on the 24th until January 29th:

• 711 “Vine” mentions on Twitter
• 122 “Vine” mentions on Facebook
• Mentioned mostly by media and public figures
• Some brands like Gap, Dove, and Desigual have already created inspiring Vines

MORE:  The New Vine App: 5 Tips for Brands – Socialbakers.