and 5 Vine Tweets are sent every second, according to an Unruly Media research report.

Data was collected from March 22, 2013 to April 22, 2013 and included over 10 million Vines. We think this is powerful evidence that supports a trend we’ve been seing: engaging content, even if it’s only 6 seconds long, is always shared more than interrupting content.

Here are some of the results

• On average, 5 tweets per second contained a Vine link;
• Weekends are the most popular time to share Vines. In fact, in most cases, they are more popular than all the previous weekdays combined;
• Branded content accounts for 4% of the Top 100 tracked Vines (in comparison, only 1% of content is branded in the Unruly Viral Video Chart Top 100 Most Shared Videos);
• Between 10-11 am EDT is when most Vine activity occurs;
• Out of the 10 million Vines sampled, only 433 had more than 500 tweets, 176 had over 1,000 tweets and just 51 had more than 2,000 tweets;
• The largest number of Vine tweets during the sample period (19,667) was sent on Monday, April 15 at 3-4pm EDT – just after the Boston Marathon explosions;
• The number one Vine tracked over the period had 47,000 tweets, while the 100th most shared Vine video had 1,400 (see link below for top 100).

“This data can really help brands determine a strategy for using Vine in their marketing efforts. We have already seen brands like General Electric, adidas, AT&T, Volvo, Pepsi-Co and GAP adapt to the platform,” said Matt Cooke, CTO and co-founder at Unruly. “Vine is being used in a very complementary way to Twitter, with the 6-second video becoming the ‘ad’, much like the 140-character tweet.”

In 2010, the Yellow Pages launched a chocolate bar in New Zealand. They picked “an average everyday New Zealander” and challenged him to launch a chocolate bar that tastes like yellow. The goal was to show people that you can get any job done with the Yellow Pages.

Talk about an integrated media campaign utilizing paid, earned, owned media—it had elements of broadcast, out of home, social, content marketing, PR, branding. And he did it all using the Yellow Pages.

What does yellow taste like?

“New Zealanders flocked to discover the taste of yellow. Not to mention paying $2 for our piece of direct marketing. Inside they’d read the story of how an ordinary bloke had created something extraordinary using the Yellow Pages. Supermarkets sold out within days…Yelow increased it’s market share and remains in the #1 place New Zealanders look for business.”

It’s about time we shared one of our favorite videos, The Mast Brothers, from The Scout. It’s about Brooklyn chocolatiers Rick and Michael Mast, and their unique process for making handmade chocolates.

The editor kept a bunch of stuff in the final video that many people would throw out, such as the introductions and the following sequence (starting at 1:42). This does little to further the narrative, but instead gives personality to the video and its subjects (something Jad Abumrad of Radiolab discusses at length in his 2012 Third Coast presentation) Also, the music is whimsical, magical, and totally fitting.

This video is proof that anyone who tells you the only type of video that works online is short-form video is wrong. This story needs nine minutes to progress, and, because of its rigorous execution, it never loses the viewers attention.

Read more about Mast Brothers here.

The Internet makes it possible for us to watch what we want when we want to watch it. The old distribution model, of TV and Hollywood films, depends on restricting access to content. 

Here are two businesses creating a new model for content distribution.

Magine

http://www.magine.com/

From their website:

“Bring your favorite TV channels with you wherever you go, and watch them wherever you want. On the bus, in your sofa, in the kitchen or secretly at work under the meeting table. Use your connected TV, tablet, computer or smartphone. We offer a complete TV experience wherever you are, on your terms.”

VHX

http://vhx.tv/#/trailer

“Recently, we’ve seen a revolution. It’s not just the plummeting cost of production; it’s how we financially support the ideas we believe in, collaborate across time zones, and spread the word about content we make and love. Audiences’ expectations have evolved, too. Screens have multiplied, theatres are mobile, and box offices never close. Technology has changed our entire relationship with entertainment, bringing makers and their audiences closer together than ever before.

But distribution is still suck in the past, tangled up in a model that profits off restriction, old media has been slow to embrace what’s posible. instead, they impose old limitations on a new landscape, leaving viewers frustrated. On top of that, traditional distribution deals force artists to give up their rights and accept lopsided terms, leaving filmmakers with less creative and financial freedom.

Creators are already working hard to build their fan bases online. We need distribution tools that enable filmmakers to nurture those connections. We need to respect that audiences want to watch films without old fashioned restrictions. We need a model that lets fans directly support filmmakers so they can continue making great work on their own terms.”