Marketers were quick to experiment with six-second video app Vine when it launched two years ago. A new app from digital content studio Collab wants to help them tap the platform’s most popular creators in hopes they will create campaigns together, akin to the sort of influencer campaigns that are growing on YouTube, Instagram or Tumblr.
The new Rankzoo iOS app, launched Tuesday, provides users with metrics to track their engagement and audience growth on Vine. It also provides users with statistics about the popular Viners and their audiences.
This makes it simpler for marketers to discover popular and influential Vine users — many of whom have millions of followers — and partner with them for campaigns. Rankzoo also enables users to contact popular Viners directly through the app and get direct feedback on their campaigns.
Vine launched in early 2013 after it was acquired by Twitter and was an instant hit with major brands including General Electric, Coca-Cola and Ikea. It now serves more than 100 million people across the web every month and delivers more than 1.5 billion "loops," or video views, per day, the company claims. The platform is a "sleeping giant," reaching the same number of unique monthly US visitors as Snapchat, according to a Quartz report.
Some brands have already started to tap Vine's popular creators for these campaigns. Ballpark Franks and Amazon, worked with Vine influencers Josh Darnit (2.4 million followers) and Eric Dunn (3.1 million followers), respectively, to promote their products
Rankzoo was first created as a web application, providing listing of Vine audiences. Vine currently does not provide analytics and viewership reach, according to Tiffany Au, director of communications for Collab.
"Rankzoo will continue to evolve into an essential resource that provides creators with actionable data to help grow and monetize their audience," said Tyler McFadden, co-CEO of Collab, in a statement.