108 THE POWER OF VISUAL STORYTELLING Vine Facts and Figures • Branded content accounts for 4% of the • Of the top 20 retweeted Vine videos of all 131 top 100 tracked Vines. time, only 1 is from a brand: it is the movie • Branded Vines are 4 times more likely to be 135 teaser from The Wolverine. 132 • More Vine tweets occur during the week- shared than branded online videos. 133 136 • 5 Vine tweets are sent every second. end than all of the weekdays combined. • Most Vine activity occurs between 10 and 11 a.m. EDT.134 at which brands jumped onto the platform shows how many are seeing opportunities for short videos to go further than photos alone. For the online retailer, Vine can offer a 360-degree view of a product that photos alone can’t capture; for the creative marketer, a 6-second video could be a viral commercial; for the smart community building brand, the app is a way to reach out and connect with fans. Within a short time of its launch, brands were already offering differ- ent examples of how short video clips could be used in the context of their brand. Lowe’s home improvement store created a series of how-to vid- eos with the hashtag #lowesfixinsix showing simple home improvement tips, life hacks, and ways to perform various tasks using stop-motion 137 animation. MailChimp is an online mailing list company famed for its quirky monkey character who acts as the site’s tutor and offers tips, tricks, and links to fun online distractions. With Vine, MailChimp has been able to take its trademark monkey character further by featuring him in videos that entertain as well as help raise awareness of the brand. The clips take MailChimp marketing to the next level while keeping the brand of humor and online memes (such as the company’s monkey mascot and office dog 138 Maddie standing on things) that their fans love and recognize.