Ever wonder how brands get to advertise on Vine? Vine is a six-second video platform with about 40 million users – many of whom are teenagers. They are one of the largest social networks but don’t run paid advertisements. So, how are brands promoting their brand on this platform?
The most popular Vine users are being paid to “organically” incorporate products. Yes, brands use Vine to create their own videos but viewers get a different experience when the message is coming from an individual they’re fans of. The videos don’t have a “sponsored” or “promoted” label but instead, the brand or campaign is mentioned by a hashtag in the caption. Influential users have already been working with major brands like Coca-Cola, Virgin Mobile and Kellogg’s. Here, a popular Viner named Brodie Smith promotes iHeartRadio’s Ultimate Pool Party in Miami with just a hashtag:
So, how do brands work with or find these top influencers? Advertising and talent agencies serve as the middlemen. Contracts and packages are being made. “The going rate for a six-second Vine is anywhere from $5,000 to $30,000 depending on the influencer’s reach and audience,” says Gary Vaynerchuk, cofounder of GrapeStory, a marketing agency that represents social media influencers. Sometimes brands will buy advertising packages that include multiple Vine celebrities. These packages can cost up to hundreds of thousands of dollars. Agencies create personalized social media strategies to fit the brand’s ad campaign or event.
However, not every brand can advertise successfully on Vine. Vine caters to users that are between 14 and 25 years old and that demographic might not fit with some marketing campaigns.