Keek recently announced that it had passed the 70 million user mark. The social media site is under new management and launched a rebranding campaign with the tagline, “Share a peek into the world.”

Keek Inc. was founded in Toronto in 2011 and maintains its headquarters there, with additional offices in New York, Dubai and Europe. The site has been described as a combination of Twitter and YouTube for its short video format. Users can set up free accounts and post videos to the site, but just as Twitter (News - Alert) limits posts to 140 characters, Keek videos, known as ‘keeks’ are limited to 36 seconds and can include text up to 111 chars.

You can upload videos using a webcam or a smartphone running iOS, Android, Blackberry and Windows Phone (News - Alert) OSs. After posting a keek, other users can respond with videos known as ‘keekbacks’. Klusters are hot topics similar beginning with a hashtag character, similar to Twitter’s trends. Private messaging, subscriptions and following other users are among the other features Keek offers.

The past year has been very interesting for Keek observers. In March, it became a publicly traded business after a reverse takeover with Primary Petroleum Corporation. As a result, Keek had a new management team, led by CEO Alexandra Cameron. It had 70 million users as of last week, 25 million more than it had since June 2013.

That sounds like good news for Keek, but eBizMBA’s ranking of the 15 most visited social media sites suggests that most of these users are inactive. Keek does not appear on the list; the 15^th ranked and final site on the list, Classmates.com, had 15 million unique visitors, as of September 18, the latest date for which numbers are available.

If eBizMBA’s figures are accurate, this means that if Keek was a close 16^th or 17^th behind Classmates.com, at the most it would have around 14-plus million unique visitors per month—about 20 percent activation. If Keek is to remain viable, it will have to rejuvenate its inactive base and find a niche that will allow it to retain a large number of loyal users.