Heard It Through The Grape Vine: The Impact of Vine in Pop Culture

Vine is a video sharing social media service owned by Twitter. The videos on Vine are limited to a quick 6 seconds long and loop immediately after the video finishes. The format has sent Vine to the forefront of social media with a recorded 40 million registered users. Arguably on the same level as popular social media sites like Facebook and Twitter, Vine now boasts 1.5 billion videos played in a single day. With such a large audience and participating in the Vine community, and almost 30% being teenagers, one must be curious of the cultural waves that Vine is making. A force this big is bound to create some sort of cultural impact.

The Popularity of Vine

Users on Vine have been very creative when it comes to creating content. Popular “Viners” like Thomas Sanders and Marcus Johns have found success on Vine through interactions with strangers and characters they portray.. Other Viners have reached internet fame through 6 second clips and adventures.

Jerome Jarre is one of vines top content creators with nearly 8.5 million followers. He is a french entrepreneur who noticed Vines potential and began posting videos the day Vine launched. Almost immediately he became popular on the forum, yet at this time, Vine was not a large digital presence. It would take an appearance on The Ellen Degeneres Show to propel him from 20,000 followers to 1 million in the span of a month.

Jerome Jarre - Vine Star
Jerome Jarre – Vine Star

But fame in a digital world is not the same as fame achieved by actors or musicians. The majority of “internet celebrities” don’t deal with paparazzi or tabloid magazines. Internet Celebrities might deal with fans recognizing them on the street and such, but not the same recognition as others.

But things seem to be changing, as Jerome Jarre and other Internet Celebrities from social media have been invited to the annual White House Correspondents’ Association dinner.

The Language of Vine

Vine has given birth to many new words. Through these six second videos, these new terms spread like wildfire, especially due to the age group that watch these vines. The majority age group of 13-17 accept these terms and use them among friends. You might have heard of some of them:

Even celebrities are accepting the new terms.
Even celebrities are accepting the new terms.
  1. On Fleek – Meaning on point. It was first used in a vine by Peaches Monroe to describe her eyebrows. This was first used by Peaches but became exponentially more popular when musician Ariana Grande recreated the vine on her channel.
  2. Bruh – A way to refer to a male acquaintance. While not created by viners, it was popularized by the vine population and is used by the vine audience.
  3. Or Nah – A term used following a question or request. This term was introduced in the song “Or Nah” by Ty Dolla $ign before becoming popularized on vine. It spread through vine and gained traction. Same has happened with the songs, “Tueday” by ILOVEMAKONNEN and “Don’t Drop That Thun Thun” by Finatticz, raking tens of millions of views to the music videos.

The Future of Vine

Vine is a strong platform with a loyal and interactive audience. There is an intimate and personal aspect about vine that sets it apart from other social aspect platforms. Vine stars have gained their audience through 6 second clips of their life. Some viners have millions of followers with only 30 minutes of video on their profile.

Vine will continue to grow and become part of the leading social networks. It can and will compete with the likes of Facebook, Instagram, and Snapchat. This competition is good for the consumer and promotes new features and better products from the producers. Vine will continue to strongly influence the culture around it.