In the U.S., 25% of teenagers use the 6-second video app, Vine. The U.S. represents the most of any country, with Canada closely behind at 22% of teens. The study from Global Web Index also concluded that 9% of all Internet users in the U.S. use Vine, meaning these individuals have used Vine at least once in the past month.
On top of Vine growing up and evolving itself, there are a slew of “Vine celebrities” that have used the network to build their personal brand, social media following, and overall success. From six seconds of playing instruments or singing, to comedy bits and action packed scenes, the range of content and ideas on Vine is incredibly diverse. It shows no signs of stopping either.
Viners are known for collaborating together, sharing each other’s videos, starring in them together, and even becoming friends through the app. The Vine community has grown tremendously through collaboration, and now that Viners are amassing followers in the hundreds of thousands, and even millions, brands are paying more and more attention while tapping into the network of these social media stars. Sponsored Vines, Vine takeovers, exclusive videos, and several types of content are now seen in your feeds, both from the brands’ accounts, and your favorite Vine celebrities too.
Viners are thinking outside of the box to bridge the online-to-offline gap with their followers and fans. Beyond posting Vines, these influencers, entertainers, and creators are taking advantage of other social networks, especially Twitter, Snapchat, and YouTube, to bring more content to more people. Some are ambitious enough to go on tour with live events, concerts, fan meet-and-greets, and other ways that connect with their audience. Teenage duo, Jack and Jack, are becoming two of Vine’s most famous creators, attracting the likes (and professed love) from tween fan-girls across the globe.
The duo, Jack Gilinsky and Jack Johnson, ages 17 and 18, respectively, are part of events managed by DigiTour Media, a touring music and social media festival production company. For the Jacks, as well as other young and popular Viners, DigiTour is a brand-building power engine with several opportunities to monetize, such as ticket sales, sponsorships, content production, and memorabilia. Essentially, they are rock stars that rose to stardom via Vine and social media. The LA Times further explored Jack, Jack, and DigitTour Media’s story here.