( Estimated reading time: 3 min )
As Vine mobile app continues to grow in popularity, it is fair to wonder if the app has finally become the platform for comic relief and creativity that we have always wanted. Attention spans are only getting shorter as time goes on and Vine has allowed a number of people to become online sensations due to a well-timed clip.
Advertisers are definitely starting to take note, as evidenced by the “damn Daniel” phenomenon. For those who are unaware, a young boy went to school in a new pair of Vans sneakers and when one of his classmates took notice and uttered the now infamous phrase “damn Daniel” , the resulting Vine went viral within the blink of an eye.
Damn Daniel pic.twitter.com/Va10hmpePO
— Joshua Holz (@Josholzz) February 16, 2016
New music stars have even been minted as the result of Vine, as well. Bobby Shmurda, a relatively unknown rapper from Brooklyn, was able to generate much-needed press for his “Hot Boy” single by using Vine. When a clip of him tossing his hat into the air and breaking into his patented “Shmoney Dance” made the viral rounds, he was catapulted to an entirely new level of fame.
Stories like Daniel’s and Bobby’s have forced advertisers to rethink their entire strategy. The modern audience is no longer beholden to the old methods of advertising, especially the younger demographic. Younger audiences do not watch the same amount of television at their older counterparts and they are far less likely to be spurred into action by print advertisement and billboards.
When the “damn Daniel” video led to an uptick in Vans sales, speculation began. A vocal online community believed that the Vine was a form of paid advertisement and while this theory was never proven or debunked, Vans was able to enjoy the benefits of the Vine nonetheless. Advertisers everywhere should certainly be taking notes.
“With Vine, they now have the perfect vehicle to capitalize on current attention spans”
30 seconds seems like an eternity by modern standards and the modern consumer has never been savvier when it comes to sniffing out traditional forms of advertising and subsequently avoiding them. However, a Vine that pops up on a person’s Twitter timeline or Facebook news feed is far more likely to be seen by a wider audience, since the time investment is much lower.
We all need to take time away from our daily duties to laugh and Vine fulfills this requirement. Whether it’s watching someone take a tumble down a flight of stairs or pull a practical joke on their friend, Vine takes the best moments in life and presents them to the audience in a manner that is incredibly simple and effective. Creatives and comedians alike can enjoy the digestibility that Vine has to offer.
Advertisers are going to come to rely heavily on social media for marketing purposes if they are not already. With Vine, they now have the perfect vehicle to capitalize on current attention spans.
Update 28.10.16: Twitter has announced that they are shutting down the vine mobile app.