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.