Sometimes it seems that there is just too much video content to keep track of online. You have YouTube, Facebook, Snapchat, Vine, Instagram, Dailymotion, Vimeo, Twitter, Yahoo . . . the list goes on and on.
Creators will tell you it’s difficult getting discovered on any platform these days with the oversaturation of content. That’s why the rise of the content aggregator comes as no surprise, and a huge number of curators are discovering that it’s a very valuable way to contribute to online video and grab those big views, without being a content creator yourself.
The Rise of the Vine Aggregator on Facebook
Vine seems to be the most popular type of video content to aggregate, with two approaches working like a dream for many. The first is to make a compilation video, which has been doing well on YouTube for quite some time. The other approach, which has been working increasingly well as of late, is for Facebook users to re-upload Vines directly to the site, one at a time.
Some may point to this as content theft or freebooting, and in some cases it may very well be just that, but it’s also important to remember that not all aggregated content is unlicensed. Often publishers acquire permission from the original creator to post it or have agreements with other companies who license the content for use, and of course the original creator may upload a version that was first posted to another video site. However, uploading unlicensed content to Facebook and benefiting from it is a hot issue right now, with a recent study by Tubular and Ogilvy confirming that around 72% of video content uploaded to Facebook may not be 100% original for a variety of reasons.
Top Vine Compilation Accounts on Facebook
So who is making waves on Facebook with Vine uploads and compilations?
One of the biggest accounts on Facebook is TopVines which generated 487M views in July month with its upload of micro-content. An upload of an Amanda Cerny/Logan Paul skit (see below) has generated 1.3 million Facebook views. The original, on Cerny’s Vine account, has generated 12.2 million views, and her native upload to Facebook has attracted 38 million views, so it’s an incredibly popular and shared Vine which many Facebook aggregator accounts are taking full advantage of. In fact, according to Tubular data, 148 different creators across Facebook, Vine, Instagram Video, and YouTube have uploaded the same video , generating a combined 56.8M views. The Top Vines upload changed the title of the video, and although it namechecked Cerny, it didn’t actually link to her account.
BestVines is another Facebook aggregator account attracting huge views for its Vine uploads. It generated 280.3M Facebook Views in July. One of it’s more popular uploads was this copy of Vine account Double D’s ‘A Legendary Argument’.
The original Vine has generated 44 million views, while the native upload to the BestVines account has attracted 6.7M views. And all they had to do was upload it to Facebook.
Why are Vine Compilations So Popular on Facebook?
The rise of hugely popular Vine video aggregator accounts is a huge trend right now, for the following reasons:
- Aggregators are filling a void – The simplest reason that Vine pages are working on Facebook is the intense need to aggregate content. It really saves viewers the time used to search out entertaining content
- Vines are proven content – While many users are on multiple platforms, keeping up with 1-3 seems to be all most can handle. So taking proven successful content from one platform to another often opens it up to an entirely new audience.
- Vines are short – Currently, shorter content does really well on Facebook. This is partly due to the need to grab a viewer’s attention immediately in the news feed. So Vines, which are designed to do just that, are really the perfect content for what Facebook’s setup encourages the most.
- Vines are vertical – Facebook content is increasingly mobile and while many will say that vertical video is bad, it is often preferred on mobile. There is a reason Vines are vertical to begin with and this only helps the consumption on Facebook.
- It’s easier to interact – On Vine, comments are secondary to the vine itself. But on Facebook, comments take center stage and can lend to increasing sharing. So while a good majority of re-posted vines do not exceed the loops of the original, they still get millions of hits with the added benefit of additional interaction.
- Viners get more exposure – Users who may not normally use Vine as a platform may be encouraged to see out more content from Viners. When properly attributed, this is a win for both the compilation page and the original creator.
Vine Compilation Pages: Big Views, Big Risks
There are certainly some risks to compilation pages, so don’t think you can just run out and start one yourself. Content theft is a big issue online and is no way to endear yourself to the creator/influencer community. For that reason, ensure that any content that many appear in a compilation page or video is one that you have secured the necessary permissions to repost. It appears that many compilation pages are getting the necessary rights to repost content, but for those that aren’t, be prepared to lose it all. As Facebook improves their content ID system, freebooting should become less and less prevalent and could even result in a lawsuit or two.
Should Viners Post to Facebook?
So far I’ve been focusing on how aggregating Vines provides a base of entertainment. While compilation pages are providing value for Viners, they often are not performing as well as the Vines do from the original creators’ Vine page. Given the current nature of Facebook video, the heavy reward for Day One uploads and it skewing that content toward short form, Facebook provides the perfect opportunity for not just compilation pages, but Vine creators themselves to capitalize from a double posting of their own work. It helps open their work up to a different audience and spread it more quickly.
Viners should also be aware of the potential theft of their content, so adding a clear watermark that directs viewers back to their other Vines could help deter that theft, or at least give them some benefit when that theft does inevitably occur.
What’s Next for Vine and Facebook?
While everyone has been focusing on the impact Facebook is having as it relates to YouTube, Facebook has actually built a video experience that is very friendly to short-form Vine-like content.
Like Vine, Facebook is rewarding content that is short, quickly evokes an emotion and encourages sharing/interaction. Although the 45 minute limit imposed on Facebook video far exceeds the 6 seconds on Vine, the types of videos that Facebook is rewarding works perfectly for Vines. Keep that in mind not just for reposting content, but for creating content for Facebook in the first place.