do it for the vine: vine stars' interactions on twitter

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  • In collaboration with:A Social Insights Report from:

    Do it for theTop Vine Stars and their

    interactions on Twitter

  • Vine was introduced in June 2012 as a new way to tell video stories. The six-second videos quickly resonated with a new, younger and mobile-first generation.

    Since then, Vine has grown to 40 Million users, watching Vines loop more than 1.5 Billion times daily ranging from music and comedy to sports, stop motion art and anything else you could imagine in between.

    The growth of social influencers, and their youthful audience has also helped fuel Vines continued development. In Mary Meekers recent Internet Trends report, 30% of Youth aged 12-24 reported using Vine.

    The quick sharing and bite-sized videos are still hilarious, and the top Viners who kicked off the platform with such life are being replaced by a new wave of Viners vying to be the next star.

    With that in mind, Delmondo has collaborated with Leadtail to take a close look at Vine Influencers who are leveraging this amazing platform to create brilliant content.

    What can you learn from the social insights weve discovered?

    Read on and find out

    A Six-Second Revolution.

    [2] Social Insights on Social Influencers - Vine | Summer 2015 | Leadtail and Delmondo

    Nick CiceroCEO and Founder, Delmondo

    @nickcicero

    Carter HostelleyCEO, Leadtail

    @carterhostelley

  • 94Data Set At a Glance

    [3] Social Insights on Social Influencers - Vine | Summer 2015 | Leadtail and Delmondo

    Delmondo and Leadtail identified

    We then analyzed

    creators on Vine

    83,586

    26public tweets published

    by creators Jan. 1st - Apr. 27th 2015

    Of the 94 top Vine creators

    have posted a tweet using #ad in 2015

    7513,000

    different hashtags used

    Links shared by these creators during this time

    More than

    More than

  • 0%

    23%

    45%

    68%

    90%

    Vine

    YouT

    ube

    Instag

    ramTw

    itter

    Apple

    iTun

    es

    Face

    book

    Peris

    cope

    Soun

    dclou

    dSh

    ots

    YouN

    ow

    Buzzf

    eed

    Smart

    url.it

    GoFu

    ndMe MT

    VVE

    VO

    10%10%14%15%

    17%17%21%

    24%28%29%

    48%

    64%

    76%

    89%90%

    Which Sites/Platforms are Vine Influencers Sharing Content From?

    % of Top Vine creators that shared links from this domain to Twitter during the study period. Source: Leadtail

    [4] Social Insights on Social Influencers - Vine | Summer 2015 | Leadtail and Delmondo

  • Top Creators Reinforce Each Others Status

    KingB

    ach

    chris

    tiand

    Nash

    grier

    Loga

    nPau

    l

    JackJ

    ackJo

    hnso

    n

    curtis

    lepore

    marcu

    sjohn

    s

    jackg

    ilinsky

    TheM

    attEs

    pinos

    a

    came

    ronda

    llas

    Shaw

    nMen

    des

    john

    allica

    tttx

    0% 10% 20% 30% 40%

    18%

    18%

    21%

    22%

    22%

    22%

    23%

    23%

    23%

    23%

    29%

    29%

    39%

    % Mentioned by other Top Viners

    Viners Support Their Own

    % of Top Vine creators who mentioned the listed user on Twitter during the study period. Source: Leadtail

    [5] Social Insights on Social Influencers - Vine | Summer 2015 | Leadtail and Delmondo

  • 1. @KingBach2. @Nashgrier3. @christiand4. @curtislepore5. @JackJackJohnson6. @LoganPaul7. @TheMattEspinosa8. @camerondallas9. @jackgilinsky10. @marcusjohns11. @allicatttx12. @john13. @ShawnMendes14. @AndreaRussett15. @TheGabbieShow16. @HayesGrier17. @lelepons

    18. @AlxJames1019. @AmandaCerny20. @BrandonRayBowen21. @carterreynolds22. @ericvdunn23. @JCyrusMusic24. @Klarity_25. @MrLegenDarius26. @PageKennedy27. @rudymancuso28. @_LandonMoss29. @bryanteslava30. @Cody31. @MelvinGregg32. @taylorcaniff33. @Alphacat34. @BJCalvillo

    35. @ImJakePaul36. @RyDoon37. @tyleroakley38.@chrismelberger39.@IGGYAZALEA40.@ImNotScottySire41.@jeromejarre42.@robbyjayala43.@WellieBoyce44.@_omargHonim45.@AaronCarpenter46.@annaclendening47.@anwar_wj48.@DeStorm49.@directorwuzgood50.@garyrojas

    Top 50 Vine Stars Most Mentioned by Other Top Vine Stars on Twitter

    [6] Social Insights on Social Influencers - Vine | Summer 2015 | Leadtail and Delmondo

    Twitter Accounts mentioned by the most number of Unique Top Vine creators during the study period. Source: Leadtail

  • Twitter Accounts Most Mentioned by Top Vine Stars

    [7] Social Insights on Social Influencers - Vine | Summer 2015 | Leadtail and Delmondo

    Twitter Accounts mentioned by the most number of Unique Top Vine creators during the study period. Source: Leadtail

    1. @YouTube2. @vine3. @PlaylistLive4. @shots5. @CocaCola6. @MTV7. @Budweiser8. @periscopeco

    9. @Snapchat10. @twitter11. @YouNow12.@BuzzFeed13.@McDonalds14.@ComedyCentral15.@HP

    1.@justinbieber2.@ArianaGrande3.@Drake4.@JCyrusMusic5.@Alphacat

    6.@IGGYAZALEA7.@edsheeran8.@kanyewest9.@katyperry10.@onedirection

    Brands Musicians

  • 1. #TBT2. #ad3. #Periscope4. #sp5. #GRAMMYs6. #wcw7. #blessed8. #PlaylistLIVE9. #mcm10.#SuperBowl11.#Vine12.#BieberRoast13.#remake14.#Oscars15.#thedress16.#BestBuds17.#MakeItHappy

    18.#relatable19.#goals20.#np21.#throwback22.#KCA23.#youtube24.#Snapchat25.#wce26.#BendTheRules27.#VineStar28.#SheBadToNumberOne29.#CantWait30.#BellLetsTalk31.#LA32.#SXSW33.#tb34.#SoundCloud

    35.#rt36.#Coachella201537.#VoteFifthHarmony38.#Unfriended39.#coachella40.#love41.#vinecomedian42.#JeSuisCharlie43.#RelationshipGoals44.#valentinesday45.#NYC46.#RoastOfCarterReynolds47.#Digitour201548.#NashsNewVideo49.#LeftSwipeDat50.#Respect

    Top 50 Hashtags Most Mentioned by Top Vine Stars on Twitter

    [8] Social Insights on Social Influencers - Vine | Summer 2015 | Leadtail and Delmondo

    Hashtags mentioned by the most number of Unique Top Vine creators during the study period. Source: Leadtail

  • 1. #TBT2. #ad3. #Periscope4. #sp5. #GRAMMYs6. #wcw7. #blessed8. #PlaylistLIVE9. #mcm10.#SuperBowl11.#Vine12.#BieberRoast13.#remake14.#Oscars15.#thedress16.#BestBuds17.#MakeItHappy

    18.#relatable19.#goals20.#np21.#throwback22.#KCA23.#youtube24.#Snapchat25.#wce26.#BendTheRules27.#VineStar28.#SheBadToNumberOne29.#CantWait30.#BellLetsTalk31.#LA32.#SXSW33.#tb34.#SoundCloud

    35.#rt36.#Coachella201537.#VoteFifthHarmony38.#Unfriended39.#coachella40.#love41.#vinecomedian42.#JeSuisCharlie43.#RelationshipGoals44.#valentinesday45.#NYC46.#RoastOfCarterReynolds47.#Digitour201548.#NashsNewVideo49.#LeftSwipeDat50.#Respect

    Disclosure Brand Campaign HashtagsHashtags mentioned by the most number of Unique Top Vine creators during the study period. Source: Leadtail

    Top 50 Hashtags Most Mentioned by Top Vine Stars on Twitter

    [9] Social Insights on Social Influencers - Vine | Summer 2015 | Leadtail and Delmondo

  • The Best Viners Diversify Audience

    11.6 MillionVine Followers

    4.53 MillionTwitter

    Followers

    7.4 MillionVine Followers

    4.66 MillionTwitter

    Followers

    5.5 MillionVine

    Followers

    2.14 MillionTwitter Followers

    7.5 MillionInstagramFollowers

    6.2 Million InstagramFollowers

    410kInstagram Followers

    Jack and Jack

    Cameron DallasNash Grier

    [10] Social Insights on Social Influencers - Vine | Summer 2015 | Leadtail and Delmondo

  • Three Tips for Tapping Into the Power Vine Stars

    1. Use multiple influencers to tell your stories to multiple audiences

    There has been a rise of collaboration between top Viners for great content.

    With multiple supporting actors, each Viner takes turns starring in each others videos to tell stories which they then Revine across multiple audiences.

    Instead of working with just one influencer, try working with multiple to create a network effect and dominate the feeds of likeminded Vine accounts during your campaign.

    2. Use Vine Stars to create better branded content for Twitter Ads

    Most Vine users also have a Twitter account, making tapping into this network of creators for Twitter Ads a perfect way to pair interesting content and targeted audiences.

    Every brand out there is looking for new and interesting ways to target users on Twitter. Why not tap into an influencers network of fans and collaborators to create content for your next Twitter ad instead of repurposing the same TV spot?

    3. Take them off Vine

    People consume different messages in different ways.

    Instead of trying to tap into their primary audience on Vine again and again (often competing with other brands), look to an influencers other platforms to build campaigns around.

    Many have created a persona far beyond just Vine, and using channels like YouTube, Instagram, Facebook Video, Twitter, Snapchat and now even on streaming platforms like Periscope and Meerkat.

    [11] Social Insights on Social Influencers - Vine | Summer 2015 | Leadtail and Delmondo

  • ConclusionWith the recent announcement of autoplay video on Twitter, including Vines, its clear there are only going to be new ways to innovate and tell stories around six-second snippets.

    Its truly a unique channel for your brand to create content that gets your message in front of new audiences told in new interesting ways.

    There has never been a better time to be a creator today, and marketers can use the talents of these social influencers to tap into the highly engaged audiences they can bring to branded content.

    We created this re