Hello everyone. A couple of weeks ago Vine introduced a new metric – Loops. You can read the announcement here. Loops are the equivalent of views on You Tube and demonstrate the popularity of individual Vines by counting the number of loops for particular videos. It has always been clear who the top Viners are because of their number of followers, ‘likes’ and ‘re-vines’ (the equivalent of retweets) but the new real-time Loops count is the first time a total has been introduced. Brands are very active on the platform but perhaps not in the way that you may have expected.
Yes, there are 6 second video ads on Vine. Click here to see one company that specialises in creating them. However, ads are not anything new or driving so much engagement if the number of comments, re-vines and likes are any indication. Higher levels of engagement are generated when brands are integrated into the often comedic story lines. In the movie industry this used to be called product placement and then ‘product participation’ . On Vine this seems to be where most of the action is happening. Below is a list of brands that have discovered this winning formula of product placement and are paying top Viners to promote their products.
Which Brands are winning on Vine?
1. Netflix
Netflix is an American provider of on-demand Internet streaming media available to viewers in North and South America, the Carribbean and parts of Europe.
Sample Vine referencing Netflix from Ry Doon (2.1 million followers).
2. Badoo
Badoo is a dating-focused social networking service, founded in 2006 with headquarters in Soho, London
Sample Vine referencing Badoo from Alx James (5.6 million followers) and Josh Peck ( 5 million) here .
3. Chipotle
Chipotle Mexican Grill, Inc 11] is a chain of restaurants in the United States, United Kingdom, Canada, Germany and France, specializing in burritos and tacos.
Sample Vine referencing Chipotle from Cam Glass (367.7K followers).
4. Nike Air Jordans
Air Jordan is a brand of shoes and athletic clothing designed, owned and produced by Michael Jordan for Nike’s Jordan Brand subsidiary.
Sample Vine referencing Jordans from Jerry Purpdrank ( 5 million followers).
5. Starbucks
Starbucks Corporation, doing business as Starbucks Coffee, is an American global coffee company and coffeehouse chain based in Seattle, Washington.
Sample Vine from Josh Peck ( 5 million followers)
Inclusion in this list does not confirm that the Viner specifically received payment for the video listed. Both Viners and brands have been reluctant to confirm commercial agreements with the exception of Curtis Lepore who explains here how he can make $8000 with a 6 second video.
We hope this information has been useful to you. Could your company benefit from using Vine? If you’d like to talk to us about using Vine to promote your company, products and services give us a call on +44 845 2264 247 or email us via mail@marketingfundamentals.com
Best regards,
Mike Pitt
Founder & CEO
Marketing Fundamentals Ltd
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* “Do it for the Vine” is an expression used to urge someone to perform a dare on camera for a Vine video. It became a well-known catchphrase after this Vine was uploaded in Jan 2014 by Diamonique Shuler .
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