You guys are about to become famous,” Gary Vaynerchuk told young, popular Vine video creators during invite-only meetings in May 2013 in New York and Los Angeles. “Be prepared for that journey, and figure out how to navigate through those things.”
Vaynerchuk was pitching producers of viral video clips to join his new talent-driven production company, GrapeStory, founded with partner Jerome Jarre. GrapeStory produces clips for major brands like General Electric, Samsung, Unilever and Virgin Mobile, companies that pay up to $25,000 per six-second video to place sponsored posts on Vine, Instagram and Snapchat. The 25 popular video creators on GrapeStory’s talent roster get an 80 percent cut from each clip they make.
The future of social media is in paid content, which requires a different strategy than organic. How can you prepare?
Social media started as an organic marketing tool with an emphasis on creating engaging and interesting content that people actually liked. Over the past three to five years, paid (or sponsored) content has become a staple of most social media marketing efforts. While Facebook has been the clear leader in driving paid social media content by actively reducing the exposure of organic content, most other social networks are testing paid content (including newer networks like Pinterest and Instagram).
Twitter has no short-term plans to monetize Vine, a social product that it purchased in its infancy.
The information was shared during the company’s earnings call, following a quarterly financial report that included stronger-than-expected third-quarter performance but soft guidance and user growth that investors found troubling. Twitter is down more than 10 percent in after-hours trading.
Whisper has suspended its editor-in-chief Neetzan Zimmerman and other staff members after Senate Commerce Committee Chairman Jay Rockefeller wrote a letter summoning Whisper execs to an in-person meeting to discuss the app’s privacy practices.
“While Whisper provides users a unique social experience, the allegations in recent media accounts are serious and users are entitled to privacy policies that are transparent, disclosed, and followed by the company,” writes Rockefeller.
Instagram is one of the most powerful, engaging, and fast-growing social media platforms of the year. I’ve written before about it’s click-through rates (and how they compare to Facebook), tips on using Instagram, and a number of other IG-related topics.
But what about tools? With a few carefully selected tools, you can turn casual “brand-awareness Instagramming” into an actual Instagram marketing campaign. Here’s a list of a few Instagram tools that may be worth checking out.
- Social Business Trends 2014
- Ello Is Starting to Look More Like a Business
- Twitter will buy Twitpic’s photo archive
- Hackers Unmask Anonymous Posters On Secret, Including App's Founder
- Why ROI is, Literally, the Last Metric for Evaluating Your Content-Marketing Plan
- Review sites like Yelp can now legally manipulate reviews for cash. But should they?