In the backdrop of the ongoing social media marketing war between Facebook and Twitter, Facebook's Instagram announced its intention to carry short-form videos in answer to Twitter's red-hot Vine video application.
The new frontier in social media profitability exists in the confluence of video, mobile, local, and social media - with a strong dose of humorous or witty user-generated source material abounding somewhat chaotically across an increasingly wide variety of distribution channels.
Vine, Twitter's wildly popular 6-second video application, is arguably the leading environment in support of the innovations inherent in this confluence. The service launched in January and already commands a user base of 13 million on the iPhone application alone, citing a CNBC report.
However, since the Vine phenomenon exists under the Twitter organizational umbrella, the application's success has caught the attention of Facebook, Twitter's increasingly aggressive adversary.
With Vine's meteoric growth among the more hard-to-reach youth-oriented demographics, Facebook executives have clearly taken notice. It was announced on Monday that Instagram, a photography-sharing application owned and operated by Facebook, would begin accepting and distributing short-form video assets like those made popular by Twitter's Vine application, as TechCrunch reported.
Facebook's executives are invariably taking note of Vine's embryonic prospects on Madison Avenue, with, as AdWeek elaborated, the advertising community's emerging embrace of the playful user-generated Vine experience.
But while Vine has the lead and the momentum in the short-form video game, Instagram has the baked-in audience. For those observing the social media land-grab wars, this conflict is one to watch.
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