Digital Influences Help Businesses Connect Online

Listened to a podcast yesterday with Matt Cutshall who has a big Vine presence. He was Spouting off with Josh D Gray who is actually his BIL (brother-in-law).

Listen to the podcast here.

I found Matt through his friend Arielle Vandenberg. Hence, as fans of both, about once a week I’ll tune in to see what’s happening in the Vine world. Now the thing that stood out for me was how Matt was able to quit his job at a restaurant in L.A. and work full-time Vining and Instagramming.

He mentioned two particular websites, instafluence.com and niche.co.

Instafluence is an online management company while niche.co allows brands to connect with online influencers to monetize their time.

Vine vs Instagram

If you’re a regular user of Facebook, chances are you also know Instagram. However, if you’re a Twitter user, you’re probably more familiar with Vine.

Facebook acquired Instagram on April 9, 2012 while Twitter acquired Vine in October 2012. For quite a while the idea of 6 seconds looped videos, which is a trademark idea of Vine, was a new thing.

As Instagram introduced videos beyond the 6 seconds limit on June 20, 2013, it became a direct competitor to Vine. Many thought it would kill Vine, only it didn’t because Instagram didn’t looped their videos.

Users/Demographics

Just doing a quick search online you can see that the top users on Instagram are often celebrities. However, on Vine, it is the total opposite.

When I began using the platform back in early 2013, I saw an organic growth happening with the community who embraced the limitations of 6 seconds looped videos. Most of the personalities who are now approached by major brand names were just having fun back then.

To me, it was similar to experiencing a start-up. Everyone was just pitching their ideas left and right. In the process, they were having one heck of a good time. Then as I joined Instagram, a few particular niches which stood out for me were food and fashion.

This is enough for me to look at #foodporn and #tshirts all day.

Here’s also another interesting find – Vine was first introduced to iPhone users, while Instagram users are predominately Android phone owners. According to Digital Marketing Ramblings, based upon their 85 Interesting Instagram Statistics what they found was as of the year 2014 alone:

  • 34% are US teens & millennials (ages 14-34)
  • 20% are US female adults
  • 15% are US male adult
  • 23% of US teens considered Instagram their favorite network
  • 51% are the class of 2014 who uses Instagram daily

Then according to Tamba who did an infographic on the Rise of Vine:

  • 57% are female
  • Largest group of users are between 18-20 years old

The Money is in the Numbers

As major companies recognize the possibilities of building a relationship with an audience, they are leveraging influencers to build their brand.

The way I see it is if a company is able to reach out and connect with these influencers without having to pay for the cost of marketing, brand recognition can be established quickly.

Hence, with video an effective form of marketing on both Vine and Instagram, major brands such as Nike, Starbucks, and even the NBA are able to achieve reach among the young demographic I pointed out earlier.

According to Niche.co, global partners are ready to monetize potential influencers.

They include companies such as:

  • Oral B
  • Lyft
  • GAP
  • Pivot

What do you think? Share your thoughts!

-Thu

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