This morning, I started reading an article on Digital Trends – ‘Are Vine-Celebs the Next Generation of YouTube stars?‘
It details how users have already begun to turn making vine videos into a paid occupation. The gist of the article is that Vine as a platform is creating stars and personalities who can make money or even a living off Vine by being paid to advertise certain products and brands in particular ways.
Reading this article, I started thinking about the way online advertising on video platforms is changing.
Vine has been used as an advertising platform for some time now, particularly by the Fashion industry. It’s a platform that forces people to think innovatively to create the best content, mostly conveying one idea quickly and simply, which makes it perfect for creating advertisements.
Meanwhile, when people think of YouTube advertising, they tend to think of the various Google ads placed before, during or alongside videos (see this page for descriptions of the various different adverts.) These have been the main way YouTube videos are monetised – channels receive money if an ad is clicked on or is allowed to play all the way through.
However the idea of using content creators to promote brands has existed on YouTube for years in a variety of formats – from companies. The most popular (and possibly successful) depends on the YouTube networks, in using a number of their most popular channels to advertise or discuss content in their own particular way – that is, a way that their subscribers and fans will relate to.
This is not without it’s drawbacks – I have seen a social media backlash in the past week against the network Polaris over their multi-channel push of the new film Kick-Ass 2. Individual followers of a certain personality or channel see it as selling out when a product is obviously pushed in their faces, and in the case of a network like Polaris, many people will be subscribing to multiple similar channels and will end up getting similar content from all of them.
But this problem doesn’t seem to affect the ‘stars’ of Vine, possibly because the content advertising has been a part of it from the start, but mainly because the content focuses on the product or message of the video and not the person creating it. Unlike a YT video we the audience don’t get a chance to relate to the person in the video, although we might recognise them, know their name and enjoy their content. Plus, many YouTube personalities have succeeded by promoting themselves across multiple platforms – blog sites, Twitter, Facebook etc. and in effect making themselves into a brand (I’m currently working on a blog article about this) whereas the top Vine users seem to be more focused on content first.
Megean Cignoli’s Vine created for Warner’s Bras – currently liked on Vine by 1,758 people within a week.