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The Business of Going Viral

Jun 18, 2014

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the business of going viral
Social video platform, Vine, has emerged as a unique way for users to showcase their creativity and humor. The ease with which these videos can be shared, “re-vined”, and tweeted has caused thousands of Vines to go viral, with many getting over 100,000 likes and shares. These viral videos contain much of the same content as YouTube videos: hilarious animals, pranks, kids singing. The main difference, though, is that Vine gets straight to the point. Each video is only 6-1/2 seconds long. These short videos are incredibly varied and versatile, which is why brands and talent companies have begun to capitalize on their popularity.

Some Vine users have millions of followers on the social media site and an extremely loyal fan base. Though their fan base may be smaller than those of your typical movie or music star, they have the kind of fans that would stand in line for hours (and pay upwards of $200) to take a pictures with them. And now fans do. Social media tours and conventions have been popping up all over the country. Magcon Tour, for example, is a group of eleven Justin Bieber look-alike Vine stars brought together by manager Bart Bordelon. These boys travel around the country, creating Vines, meeting thousands of fans—and making serious money. Prices for the Meet-and-Greet tour range from $50 to $150 per ticket.

Ellen DeGeneres quickly tapped one of the earliest Vine stars, Jerome Jarre, to do special segments for her talk show. He also acts as one of her red carpet correspondents during special events. His naturally-funny Vines have a lot of appeal for her human interest segments.

Vine is the perfect medium to reach the every day young person, which makes the short videos incredibly useful in advertising. Jerome Jarre is represented by GrapeStory, a new management company that represents the most popular Viners. GrapeStory has stated that Vine stars like Jarre can make up to $10,000 dollars just for a 6-second product plug.

While Vine ads certainly don’t reach as many people as TV or YouTube ads, they still do something special. They get people to actually pay attention. Vine ads are creative and fun, mainly because Vine stars only have 6-1/2 seconds to capture your attention. There is a lot of motivation for successful Viners to keep the ads fresh and worth watching. This has given advertising an interesting platform to work with.

Check out some of my favorite Vine ads:

https://vine.co/v/MZEPvTmdaVr

https://vine.co/v/M6OVur0Mn7h

No Comments
  • Andrew Ryback Reply
    2018-03-07 21:55:41

    We're glad you found this to be useful, Margaux. Let us know if there's anything we can help with.

  • Margaux Ford Reply
    2018-03-07 05:57:06

    I appreciate the tips on hiring a production staffing company to have more time to focus on the creative aspects of the project. Hiring a production crew is a tedious task, and can take up much of your time. We're currently working on a huge production, and I'll share this article with my boss so he'll consider on delegating the recruitment to a staffing company. I like that you mentioned that staffing company can ensure to have the right team onboard for the project. Thanks!

  • Robert McWilliams Reply
    2017-10-31 19:05:18

    Todd:I have an ad agency in addition to our production company. We put one of our clients on OTT two months ago up in Nevada. Seems to be working!Thanks again for the work earlier this month.Rob

  • Nicole Rohde Reply
    2017-05-27 22:28:45

    Hey Andrew, Any word as to whether or not the Jokers will be back for Comic Con this year? Please let me know. Thanks!!!

  • Aaron Estabrook Reply
    2017-02-23 16:26:57

    I'll be tuning in for sure!

  • David Patton Reply
    2015-01-16 13:16:02

    Interesting blog post Andrew. For those who are nearly ready to cut the cord, but still want access to key channels such as ESPN, I'd recommend checking out Dish Network's new service, Sling TV. It provides access to a handful of channels for $20/month.https://gigaom.com/2015/01/15/sling-tv-details-price-devices-networks-resolution-bandwidth/

  • Andrew Ryback Reply
    2015-01-13 14:44:19

    Go for it! I'll admit that I was a little apprehensive about pulling the plug at first, but honestly, the transition away from DirecTV has been seamless. The only missing link is live sports, but there are a few work arounds depending on what sports you watch. Good luck!

  • Gregory Hart Reply
    2015-01-13 06:35:00

    While I am part of the 55 year old demographic that still has TV boxes and does TV viewing, I do my viewing using DVRs and networked PCs playing video files from an in-home server. I too have noticed that I view a handful of shows on a regular basis and have found various other sources for these shows. And now it has gotten to the point to where I am seriously considering ending my very long relationship with DirecTV and going streaming. Working in the TV industry also helped to open eyes to this as well. This transition from "old" TV is coming and the networks (Les Moonves, I am looking at you!) had better plan for it.

  • Gary Reply
    2013-08-08 09:44:39

    You've left out a HUGE part of this story by not mentioning Howard Stern's effect on the Sharknado buzz! #siris-ly

  • Marybeth Harrison Reply
    2013-08-07 14:46:29

    I can almost hear the theme song from Jaws as I read your post!