Public Relations Tactics

Vine: 1 Year Later

February 27, 2014

Since making its debut in January 2013, the video social network Vine has acquired more than 40 million users, including the President of the United States. By letting users share mobile-phone videos that are six seconds long or less, which they cannot edit, Vine may have introduced a new creative medium, according to The Guardian.

For creative and technical reasons, not to mention attention spans, “We knew from the start that the videos needed to be brief,” Vine’s co-founder Colin Kroll told the news site.

Vine’s format was a lesson learned from Twitter, whose own 140-character limit initially began as a technical necessity. Twitter acquired Vine in October 2012, more than three months before the launch of the video-sharing app.

Despite counting President Obama as a user, Vine is best known for video snippets of stunts, sketches, in-jokes and pratfalls.

Sixteen-year-old Nash Grier reportedly has 5 million followers, more than any other Vine user. In a recent video clip, he confesses his love to a sandwich. When Grier visited Iceland this month with Jerome Jarre — another Vine “star,” whose most recent offering shows a fellow airplane passenger picking her nose — the pair was mobbed by fans, The Guardian reports.

The app’s youthful demographic is attracting advertisers, with brands such as Virgin Mobile and Dunkin Donuts running TV commercials composed of Vine videos.


Greg Beaubien

An article writer for more than 20 years and a frequent Tactics contributor, Chicago-based Greg Beaubien has forgotten most of the formal rules and mostly relies on gut instinct when he writes. Twitter @GregBeaubien. Email:


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