100 days in, what do we know about Vine?

Vine’s celebrated its 100th day since launch yesterday. Originally, Vine was rather shrouded in mystery: The six-second, looping video app was a Twitter acquisition that we all couldn’t quite get our heads around. And now that we’re 100 days in,  it’s time to start assessing what exactly Vine is and how far-reaching its content is. 

Then actor Adam Goldberg “figured it out” in February. Horror was the genre and home as an unsafe local was the theme, which took off and being crowned “The King of Vine.” The next month MADtv comedian Will Sasso couldn’t keep lemons from inexplicably popping out of his mouth on Vine, which fans ate up.

Since then we’ve seen Vine take over Fashion Week, be used to debut the Wolverine trailer, the addition of a new category in the Tribeca Film Festival that used Vine videos called The Six Second Film Festival, the use of Vine to record the Boston Marathon bombing, and perhaps the best use of Vine yet, the “Ryan Gosling won’t eat his cereal” Vines. Well done.

Aside from these specific use cases, video analytics platform Unruly has collected data around 10 million Vines between March 22, 2013 and April 22, 2013 to reveal exactly how the app is performing. Unruly found that on average, five tweets per second include Vines. While that’s a considerable amount, it turns out that user (or celeb) made Vines fare better than those created by brands: Just four percent of the top 100 Vines were created by brands.

It’s also important to note that the idea of a “viral Vine” is rather relative: Among the 10 million Vines tracked by Unruly, 433 Vines had more than 500 tweets, 176 had more than 1,000 tweets, and only 51 had more than 2,000 tweets. To put this into perspective, the chance of garnering more than 2,000 tweets is just 0.0000051 percent. Those are some slim odds, and small numbers compared to the type of Twitter traffic some memes (or Instagram posts, for that matter) see. 

In case you’re curious, the top performing Vine with 47,000 tweets was “Emo’s getting ready” by Harry Styles. 

The Boston Marathon was also a significant point in time for Vine; the event turned out to be the most viral topic on the platform. The most Vine embedded tweets during the tragedy occurred between 3 PM and 4 PM EST on April 15, the day after the Boston Marathon bombing. 19,667 tweets with Vine videos were tweeted or retweeted that day.

You can check out the list of the top 20 most tweeted Vines here: