NOTE: GrowthBeat -- VentureBeat's provocative new marketing-tech event -- is a week away! We've gathered the best and brightest to explore the data, apps, and science of successful marketing. Get the full scoop here, and grab your tickets while they last.
Twitter’s two major product launches 0f 2013 are heading in vastly different directions.
Vine is rising off the charts, growing from being on just one in 50 iPhones in January to being on more than one in 10 iPhones in May. In addition, Twitter just launched Vine on Android this month, where it already has as many as five million installs and over 25,000 reviews.
Above: Vine is growing like a weed
Image Credit: Onavo
But #Music is another story.
When it launched in April, #Music popped to an early high of installs on 1.77 percent of U.S. iPhones. But in May, #Music users uttered a collected “meh” at the strung-together 30-second clips of trending artists on Twitter, dumping the app in droves. As a consequence, Twitter #Music’s iPhone “market share,” the percentage of phones it is installed on, fell to .45 percent in May, according to Onavo data:
Above: Twitter #Music is singing a sad, lonely song.
Image Credit: Onavo
That’s a 62 percent drop in the month after its launch, which isn’t good news for Twitter. At launch, the company said that Twitter Music would “change the way people find music.” That’s not exactly what’s happening yet, although perhaps a #music station on Apple’s upcoming iTunes Radio will help, and Twitter is expanding the team of people looking to build partnerships with artists, labels, and radio stations.
In a probably unrelated but not very positive move, Kevin Thau, the Twitter executive who launched #Music for the company, left the Twitter at the end of May to join Twitter cofounder Biz Stone’s new startup, Jelly.
It’s still very early days for Twitter #Music. But unless the entertainment product starts trending in the right direction, expect more changes soon.
Image credit: John Koetsier
We're studying digital marketing compensation: how much companies pay CMOs, CDOs, VPs of marketing, and more
, with ChiefDigitalOfficer. Help us out by filling out the survey
, and we'll share the results with you.