Whoops! I spoke too soon; Vine influencer marketing is no more

As you’ve probably already heard, Vine is no more. Even after I just wrote an article raving about the ingeniousness of Vine influencer marketing just last week. Now, everyone’s talking about Twitter’s recent murder of Vine. It’s even the first thing that pops up when you type “what happened” into Google.

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Four days ago, Vine posted this whammy to the public and seemed to take many people by surprise. Vanity Fair did a great job of summarizing what really happened inside Twitter and Vine that led to this ultimate decision.

Vine influencers everywhere are scrambling to relocate their following to other social platforms, so maybe it won’t affect their careers too much. Many of them have already used their Vine accounts to gain fame and are already in the public’s eye. Now, they need to work hard to stay in the limelight. I’m interested to see if their sponsorships will adapt and carry over into their platforms or fizzle out.

Maybe the next big hit app will allow for a new generation of internet famous twenty-somethings??? Maybe I’ll have to try it out and see if I can get a movie role out of it one day.

Vine influencer marketing

If you’re a regular user of Vine, you’ll recognize the “Vine Famous,” always in the Comedy section with at least 50,000 likes on each Vine. These names include King Bach, David Lopez, Logan Paul, Thomas Sanders, AlliCattt, meechonmars, Lele Pons, Brandon Calvillo, Zach King, Brittany Furlan, etc. Instead of companies using only their Vine profiles with their own original content, they occasionally use these Vine famous people to promote their product in a creative, subtle way. Big businesses have recognized that they are influencers in the Vine world and that people look up to them. Through a sponsorship, the company gets to reach a new segment of the target market, and the Vine famous user is given money to make their Vines as successful as can be. However creative they may make the Vine, it is still very obvious to the viewers that it is a paid gig and that they probably don’t LOOOVE Z-Up or Dunkin Donuts THAT much to where they would dedicate an entire video to it for free. They also add a “#ad” to each caption, so it is very clear what is happening. These sponsored ads are now very common and somewhat of a goal for Vine users. You’ll actually see some not as “famous” people put in their caption “please sponsor me” or “trying to get that sponsor.”

With that being said, I’m really okay with it. These people are “famous” for a reason. They’re funny people that make funny videos. Except now, they just make funny videos that include a specific product and get money for it. It’s never fake; for example, a boring review or they pretend like they’ve never heard of something and they’re just now trying it, but already love it. They make it clear they’re getting paid. It could be the poor college student in me that commends them for turning their hobby (Vine) into something they can benefit from. A very wide range of companies that have used this influencer marketing, such as 7-Up, 5 Gum, Xfinity, Intel, Fanta, Velveeta, Best Buy, Budweiser, Coca-Cola,  Dunkin Donuts and more.

I’m not sure if this form of advertising is effective in terms of sales numbers, but in my opinion, it is effective in terms of brand awareness. The fact that Velveeta cheese and Intel can advertise using the exact same method makes Vine an interesting, dynamic platform. It is a unique hybrid of native advertising and influencer marketing.