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Six-second Vine Videos Attracting Attention of Advertisers

January 27, 2014

Since making its debut one year ago, the video social network Vine has acquired more than 40 million users, including the President of the United States, reports. By letting users share mobile-phone videos that are no more than six seconds long and can’t be edited, Vine may have introduced a new creative medium, the news site says.

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

Despite being used by President Obama, 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, 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


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