Just because it’s trending doesn’t mean it’s a good idea. In our recent hangout, our digital experts weighed in on everything from hashtags to how to capitalize on tragedies. Spoiler alert: Don’t try to capitalize on tragedies.
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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.