Is Vine the Platform to Find New Talents and Reach a Younger Audience?
I wrote several articles about Vine and Vine vs Instagram, and it’s time I make an article about the emerging talents on Vine (implied: and what this could mean for actors/comedians/animators/companies…)
Even though Instagram made the headlines few days ago with its first movie trailer and has ten times more users than Vine, an expanding number of talents are emerging on Vine, hitting a million follower and/or having a very rapid growth.
Important reminder: Vine as been launched on iPhones-only last January, and recently opened up to Androids. In seven months, a dozens of strangers have built massive fan base, gaining hundred of thousands of followers, a few of them having passed a million followers.
This is a pretty impressive growth.
‘REVINE MY VINE’ AND THE VINE SPIRIT
While we were wondering what would Vine do to counter attack Instragram’s video option, the new app added the option that is already changing everything: the ReVine option. Just like retweeting, it allows you to share on your timeline Vines that you enjoyed. What that means is that people who are not necessarily interested in producing original content can now become curators and taste-makers. They now have a reason to spend time on Vine and become active members of the dynamic community.
Another important element is the Vine Spirit: Viners befriend and Vine together. If you are following what’s going on you probably noticed that it is common practice to join forces to make videos, especially for Big Viners. The ‘Millionaire Viners‘ even started to create real-life events like a Lemonade Stand Meet-Up in Time Square on July 6th:
“GRAPE STORY”: THE FIRST VINE TALENT AGENCY
Jerome Jarre, one of the “Millionaire Viner” that you can see in the Vine above, has recently launched, thanks to investor Gary Vaynerchuk, “Grape Story“, the first Vine talent agency. Anyone from anywhere with a phone and Vine on it can showcase his/her talent in six seconds and get discovered.
If it’s not clear yet how the company works and what they offer, or how a million followers on Vine can transform into something else, Virgin Mobile USA has jumped on board, with the first official contest launched by Grape Story.
Here is the video:
The contest was launched yesterday and its hashtag, #happyaccidents, already hosts dozens and dozens of videos from teenagers trying to win and see their Vine featured on TV. To help the contest spreads many Big Viners have also made a video:
What Virgin Mobile USA did is that instead of trying to produce original content to reach their target, they asked influencers to point out toward their campaign, making it ok and cool for a young audience to engage and participate. Many companies who have opened Vine accounts are struggling to find interesting ways to share on Vine, Mashable doing maybe the best out of it for now, launching contest regularly and… inviting ‘the Millionaires‘ to Vine for them. (Precision: they were not Millionaires then, just very fast growing accounts).
Viners are often young and looking for funny or impressive videos; pushed marketing doesn’t go well in this equation. Grape Story might rise or crash, there is no way to know about that now, but it certainly comes at a time where a lot can be made if you’re creative and open minded enough to see it.
CREATING MULTIPLE CHARACTERS, FINDING YOUR OWN VOICE, ENGAGING WITH YOUR AUDIENCE
Viners with strong success have a clear editorial line. They usually create multiple characters or repeat situations with different outcomes. If you spend some time on the app you will also see hundreds of teenagers remaking and paying homage to their favorite Viners, warming up their tiny creative muscles and showing their love. Vine is becoming an ideal platform to engage with your audience, create hypes, and reacts instantaneously. In few minutes you can reproduce what you’ve seen and liked, and share it online. In a time where the attention span is becoming shorter and shorter, Vine feels like the perfect tool for a young audience.
After I’ve spent some time exploring the app and finding accounts I enjoy, Vine has become a source of ‘pleasure’. I know I am going to laugh watching something short, fun and creative. Thanks to its Big Viners, the app is now the cool place to hang out. It’s like YouTube when you only have six seconds.
There is much much more to say about it, and in another article I will expand on that as it is truly fascinating to see how creative people can be in six seconds and how Vine is a unique platform for actors and comedians to find their voice and their audience.
In the meantime have fun discovering these accounts. Next time, more about Viners, their voices, and it will include animators!
Who are your favorite Viners? Recommend and Share with us your Vine-taste!
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