The business behind Vine and Instagram
The social networks are much more than an environment where you can meet people, share content and have fun. And there is always a commercial vision when users flock to a place. Something that inevitably happens in applications like Vine and Instagram And how can there not be a business around content that can easily be seen by several million people a day? A business that goes beyond the usual advertisements of brands.
After the emergence of these social communities, it takes a short time for some figures to stand out Either by format of their photographs or videos, for their naturalness or for that point that is difficult to reproduce, they achievelarge numbers of followers and a lustrous notoriety They are considered celebrities or celebrities of these social networks, although they are given the name of influencers But they not only attract the attention of other users of the social networks, but also brands
And it is that these, in addition to having their own Vine and Instagram accounts promoting products and creating a friendly image, also have business relationships with social media celebritiesA procedure carried out by agencies that mediate between the brands and these people who have a large number of followers. The perfect platform to make reach commercial messages without appearing so to a large number of people delighted to see the contents of that influencer or celebrity.
According to the website Digiday, some brands are willing to pay from 500 to 40,000 dollars in the Vine social network A platform where users can post all kinds of videos with a maximum duration of six seconds. Many even shorter ones than commercials to use. For their part, some celebrities from the photography social network Instagram have even charged up to $10,000for posting an image on your profile wearing a design or carrying an object of a certain brand.Of course, understanding that these celebrities have accounts with several million followers
InstaBrand, one of these companies that connect brands and content creators of these social networks, gets ten percent of the money from the agreement, enough to maintain a business that seems to be on the rise, just like the success of these same networks social And it is that in addition to brands and products, it seems that applications or their ads also have a place inVine and Instagram, being a current trend to achieve greater visibility and, therefore,more downloads.
But which social network is most profitable for this business? Despite the numbers, where Instagram gets three times as many views as Vine, 71 million versus 25.7 million a day, it is the videos tool that more investment or money is getting.Or at least their influencers, who set higher prices. And it seems that the virality of these six-second videos is much higher thanks to the revinear option or share content, as well as requiring a touch of extra creativity that seems not to be as valued as in Instagram
