Vine is sprouting a celebrity subculture that can't be ignored

08/18/2013 | Advertising Age (tiered subscription model)

Marketers should spend less time making videos for Twitter's Vine format and more time watching them, with an eye toward understanding the subculture that's developed around the six-second video format, writes MRY Chief Marketing Officer David Berkowitz. Recognizable genres of high and lowbrow entertainment, guest-starring within the videos of popular posters, and unusually high engagement rates characterize a still growing and fascinating format, Berkowitz writes.

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