Vines made by brands are shared four times more often than other videos made by brands

"Marketers love them some Twitter Vines—and for good reason, it turns out. Unruly Media's research reveals that branded Vines are shared four times as often as branded Internet videos. What's more, Unruly found that five Vines are shared every second on Twitter—so the non-advertising world apparently digs the six-second videos, too.
The tech company also discovered that 4 percent of the top 100 shared Vines were made by brands. Comparatively, according to the New York-based firm, only 1 percent of Top 100 viral online videos were the work of brands."

Source:  AdWeek, 9th May 2013