Who removes vines with meaning

Instagram-wow-a short video, often a humorous nature-is one of the most long-lived blogger formats. For almost eight years of existence, he managed to transform several times and from meaningless sketches today turned into a “new parable”: the authors write down the videos on acute -social topics, raise the questions of good and evil and do not hesitate to display morality and give advice. The author of Samizdat talked with the pioneers of the genre and found out who and why removes Vaine with meaning.

A deadly sick young man wakes up and gets acquainted with his new neighbor in the ward. At dinner in the dining room of the hospital, suspiciously reminiscent of the food cort of the shopping center, the guy sits down at the girl, looks into her eyes with penetratively and gently erases the milk mustache from her face.

- And how much do you have left? - the girl asks.
- Six months.
- And to me - a maximum of two months.

Smiling at each other, the heroes, holding hands, return to the ward, but suddenly the girl loses consciousness. A flash of light, operating table.

“We found you a donor, you managed to save you,” the girl hears the doctor’s words, waking up in his ward. Waking up, she first looks at an empty bed opposite. The doctor holds out a letter from the former neighbor:

“I fell in love with you from the first minute, and I wanted to give you a gift, but I did not come up with a gift better than life. Live her worthy! "

This is not a description of the Melodrama series on “Russia 1”: this is how the new “Social Vaines” look like a video of young Instagram bloggers on socially important topics that collect thousands of likes and views.

Trining on the camera

The concept of “Vine” came from the same application that appeared in 2012 and allowed users to add videos of six seconds with a length of six. Then on Instagram there was still no video downloading function, so Vine quickly earned very popularity. In six-second videos, as it turned out, it was possible to fit the plot, humor, and some minimum subtext. Many Vine users quickly became popular due to the fact that their video was sent on Twitter, Facebook, VK and received hundreds of thousands of views there.

One of the most popular foreign channels in Vine was the Lele Ponce account . Venezuelan, who moved with his family in the United States as a child, began to shoot her first vains at 15 years old. The first videos were not even especially funny, the girl just wanted to try herself in creativity. In addition, thanks to this, the once unpopular among peers, Lele found friends. She created short sketches of life situations with an unexpected, funny, provocative denouement, preserving this format in the future Instagram .

Another popular foreign user of the application - Nash Griere and completely shot everything that came to mind: the funny tricks of the younger sister, communication with friends, parody of popular commercials, funny moments from life.

On the Russian Internet, Pavel Micus quickly became one of the most popular vainers. Before Vaina, Micus managed to finish the faculty of international relations RUDN, to bargain with newspapers and books in the subway and crossings and open his “point” with accessories for phones. At 24, he noticed the application gaining popularity and decided to shoot short videos on his iPhone himself and upload them to the network. Distributed videos about the relationship between mother and son (Micus played both, dressing in a woman and a child), differences between a man and a woman (most often not in favor of a woman) and obvious, familiar to every moments from everyday life quickly brought popularity to the young Weiner.

The audience was conquered not so much by a sense of humor and a talented acting, as a complete lack of clamping, funny croaking on camera and the “vitality” of sketches.

Despite the popularity of Vine abroad, in Russia they were used little. So, Mikus, clearly of the most popular Russian Weiner, ultimately had only 150 thousand subscribers, while Lele Pons had almost eight million. Micus became famous due to the fact that his video went to other social networks: VKontakte and Twitter.

Postvine era

In 2016, the Vine application closed: despite popularity among users, the application did not bring profit. The company Twitter, which at that time belonged to the service, suffered multimillion -dollar losses, not having the opportunity to cover the costs of advertising and experiencing difficulties with attracting new users.

Nevertheless, the format of short copyright jokes was very much liked by users, now he just needed to find a new platform. At that time, the Russian-speaking YouTube was already busy Katya Clam , Sasha Spielberg , Maryana Ro -Lifestail-Vlogers (bloggers shooting videos about their everyday life.-Approx. Ed.), Which in long 40-minute videos told how they live, with whom they communicate, what they wear and even stored in their cabinets/bags. Max +10500 , Ivangai and Khovansky had long been responsible for such humor on YouTube. Vaine on YouTube did not take root.

Instagram became a more convenient platform, even then allowing you to upload videos at 6, and then at 30 and 60 seconds. Yesterday's Weiners began to delete their old channels and, together with the audience, move to a new platform. One of the first weins who came to Instagram after very popularity on Vine was Lele Ponce. Her videos, still six seconds, almost immediately gained millions of views, and when Instagram expanded the duration of the video up to a minute, Pons began to shoot full humorous sketches .

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The form of the Pons Ponce became decisive for foreign and Russian installations: a minimum of acting, a maximum of croaking understandable to everyone, sharp movements, loud laughter, primitive jokes about the difference between men and women, emphasis on “vitality”. Following the Lela on Instagram, the others reached out.

In Russia, they picked up the popular flow of installations, they picked up many popularity not only on the Internet, but also on television: in 2016, short humorous rollers on Instagram began to publish then the host of the KVN school, Ida Galich ; A charismatic student from Vologda with jokes about her life Sasha Lukyanova and another former Kavaenchik - Huseyn Hasanov , who later gained a million subscribers on the draw of pink “Gelendvagen”. One of the first, sitting in the office and dreaming of a career of the TV presenter, the popular TV presenter and blogger Nastya Ivleev began to shoot her videos today.

Most of the Vainers of the "old school" today rarely upload new videos, and those that come out are advertising . So, Nastya Ivleeva in an interview with Forbes magazine confirmed that an advertising post in her account can cost up to a million rubles, depending on the advertiser.

Socialist

Examples of successful quarries on Instagram inspired a new generation of bloggers, which did not immediately find a niche, but in the end invented a new genre - “Social Wine”.

It all started with Weiner Gleb Veshkin , who decided to concentrate his attention on social videos a few years ago. Being a student of the Moscow university, Gleb took his first video in the summer of 2017, when many wainers have already become popular not only on Instagram, but also on YouTube and Television, so the path for new bloggers was open. Gleb's first videos were humorous, the blogger tried to make not just Vaines, but Vaine with a plot , because the audience even at that time was saturated with a standard instagram yumor.

Gleb began to shoot the first videos of a social nature in a few months. The niche was not busy, there was practically no serious content on Instagram - and the blogger decided to try, noticing how the video about the relationship came in to the audience.

The most common format of Gleb's social videos is an instructive “life” story, followed by morality from the author of the video.

Gleb directly expressed his position regarding a particular “problem” than initially attracted his audience. More recently, the blogger even shot his short film about the offer on the first date.

Following Gleb went his comrades.

A couple of lovers, holding hands, walks through the forest. For confessions in love, the promise of a young man should not give his girlfriend to anyone. Suddenly, a man appears from the bushes in a hood, a pistol stunes the guy and takes his beloved:

- Tomorrow at the same place at an hour - or she is a pussy!

Forest again. The girl, connected, sits opposite her abductor, but no one comes behind her. He gets tired of waiting and directing the barrel of the gun right in her head, asks about the last word. Shot.

The kidnapper lies on the ground, and the young man runs up to his beloved and untie her hands.

“I thought you won’t come.”
- Well, I said that I would not give you to anyone.

Many Weiners offer to send an amount of the most active commentators to the card.

The video with such a plot was shot by another popular blogger - Maxim Klimov .

Twenty -two -year -old Maxim was born in Obninsk. The former student of the Russian Academy of Advocacy and notaries to conduct his own blog came, according to him, due to a complex financial situation, hoping to “get rich quickly”, as many instagram-recognition at that time. Everything turned out to be not so easy: subscribers came slowly, and Maxim began to occasionally remove humorous content “for the soul” without special income.

Being a friend of Gleb Veshkin, Maxim decided to try to shoot video with meaning - and quickly noticed interest from the subscribers. Having abandoned the humorous format, Weiner continued to shoot serious videos and achieved recognition: more than 620 thousand people have been signed on Maxim’s account today. To date, almost all Klimka’s content is social videos about loneliness, betrayal, uneasy love, imposed on sad music from 2010, ending with reasoning directly into the camera-about “how to correctly”.

“I like to shoot social videos. Through them it turns out to communicate with the audience. I think I never wanted to amuse the audience, on the contrary, I wanted to sow common sense in my own words. Therefore, the rollers turn out to be such, at first glance, uncomplicated, ”says Maxim himself.

Sometimes the blogger nevertheless returns to the humor, although he believes that he is not strong in this. True, then the audience is rebuffed and demands to return "serious videos."

Weiner generally has a pretty strong interaction with subscribers. According to Maxim, the audience of Instagram in 2019 is very selective. It is worth taking one insufficiently good video of a dozen high -quality so that people begin to unsubscribe. Therefore, it is necessary to carefully listen to your viewers. And one more thing: despite the fact that constant subscribers are quite loyal-they are actively participating in polls, write approving comments even to the least successful video, respond to stories, are happy to come to fan meetings-many wainers do not squeamish to pay for involvement, offering to send a amount of the most active commentators to the card.

"Bring to tears, remains in the heart"

According to the frequent surveys and interactives of Maxim, most of the audience of such a channel is female; age category - from 12 to 27 years; Spectators who go beyond this framework most often monitor Weiner's work, “to neighing”, perceiving content not as a serious statement, but rather as an opportunity to ponest according to the romance of the 2000s.

“I am 14, I live in Samara and watch Maxim, like some other vainers, because they play well, almost like in a movie,” says Polina. “It raises the mood, and when sad videos with meaning come out, I want to work on myself after watching, it becomes better.” The girl notes that Klimka is also following the work of Klimka because she would like to live in a big city, walk in places from videos and make friends with the same “beautiful, funny guys”.

Nastya 17, she from Volgograd, a year later she graduates from school and dreams of entering the faculty of advertising in order to build communications with famous people and brands. According to the girl, she is signed on Maxim, because "there is so much humor on the Internet, but you rarely meet something serious, so it catches, brings to tears, remains in the heart."

Many fans of Maxim’s work have been watching it for a long time - from year to two years, that is, almost from the very moment of its appearance on Instagram.

“I am from Kharkov, I am 25 years old, I am raising two daughters myself. I love your videos very much, they are always up to tears, ”says Victoria in the comments under the post to meet the subscribers.

Touches the living - better sold

According to Maxim, just a couple of months after his success, literally all Instagram became “social”. The bloggers saw how the asset and audience sharply grew up, and began to re -transmit the existing videos of Maxim and Gleb, adding minor details there. “It’s a little disappointing that now such an abundance of copied content appears, but in fact it is nice that it turned out to launch some new engine in the work of the Russian Instagram,” says Klimka.

Today on Instagram, almost every Russian -speaking Weiner shoots social videos dedicated to the problems in relations, betrayal, values ​​- all that, in combination with the right music and the sad faces of the actors, should break through a mean spectator tear. Such vines are similar to quotes from Vanilla groups in VKontakte 2012, but nevertheless are very popular with the audience. For such publications, a special hashtag even appeared - #Cathedral, which the creators of the videos sign serious videos on social topics.

Almost immediately after Maxim and Gleb began to shoot independent videos Ira. Ira Zhezhko is 23 years old, last year she graduated from the Liberal Arts faculty in RANEPAS. For about a year she worked at Life News, dreamed of her business that would bring income without the need to constantly sit in the office. The girl did not plan to build a career on Instagram until she saw the post of installation at that time of the instalner-Winer Rakhim Abramov (later the Nemajory association, which was included in Rakhim, broke up, and the young man began to do more than the creation of vaines). The blogger was looking for the actress, who, in the type, is very similar to Ira, she sent an application without special hopes - and received an invitation. Thus, the first video happened, which gained several hundred thousand views, thanks to which other successful Weiners, including Klimka and Gleb, began to call the girl.

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“It seems to me that social videos are good for Instagram. The audience requires sincerity: there is a lot of different content, but the soul is not everywhere, ”Irina believes. - When you subscribe, you are indifferent to a note “recommendations” - you either catch a person or not. ”

Irina is sure: playing social videos is easier, because ordinary vines require not acting, but complete liberation, the lack of complexes, some very powerful charisma, like that of Ivleeva or Galich. To herself, she believes that she cannot yet.

“It’s much closer to me to shoot vains about some socially important problems: there are a lot of injustice in the world, I want to help many, show that good people happen and more correct people than it seems. I understand that sometimes the rollers are too exaggerated or primitive, but it is very difficult to convey your thought in a minute so that everyone understands and is imbued, ”Irina explains. “It happens, it comes out to be concise, not everything manages to say, but in general I am satisfied with the fact that my subscribers understand me.”

According to Ira, everything that breaks into tears is better sold - to integrate advertising into this format is much easier, the video in any case touches the living, attracts attention.

According to the price list ( Klimka , Izachonok , Irina ), today, Vainers with an audience of 500 thousand people can cost an advertising video from 50 thousand, advertising in history - from ten. According to Irina (533 thousand subscribers), monthly advertising income can vary from 100 thousand rubles to 400 thousand. Finally, wyners are increasingly earnings that they open their shops and studios, where their subscribers willingly come to get to know the idols better.

As on "Home"

Social vines attract not only a very young audience of students and schoolchildren. Alena Tokareva is 36 years old, she from Novosibirsk and all her life wanted to be popular. Therefore, having worked for several years as an accountant, she went through the TV presenter and took part in several projects on different television channels. A few years ago, she began to remove humorous vines on Instagram, but was lost against the background of already existing famous bloggers, so she invented her format, thanks to which she became a millionaire blogger. В своих видео она стала сравнивать особенности жизни в 80-х, 90-х и в настоящее время. Так, например, блогер показывала особенности поведения, манеру одеваться, проводить свободное время, тонкости взаимоотношений между людьми; какими они были раньше и что изменилось сейчас. Как правило, она часто делает акцент на обесценивании некоторых радостей прошлого из-за появления современных гаджетов и соцсетей. Благодаря такому ностальгическому моменту зрители оценили работу Алёны — под её видео стали собираться миллионы просмотров.

Сейчас Алёна часто обращается к формату серьёзных социальных роликов. Если творчество Климки, Глеба Вешкина, Иры Бережко напоминает видеооболочку цитат из романтичных групп во «ВКонтакте» 2010 года, то Алёна снимает нечто, форматом похожее на телевизионные сериалы с каналов «Россия-1» и «Домашний». Это вайны о предательстве в семье, где муж мечется между любящей женой и циничной любовницей, о чувствах, которые в прошлом связывали людей, положенные на хиты 2000-х вроде песен группы «Непара».

На появление социальных роликов аудитория Алёны реагирует положительно: подписчики в комментариях вспоминают свои подобные сложные ситуации в жизни, в основном просят продолжать работать в сторону такого социально-поучительного контента:

Eternal

Вайны со смыслом посвящены проблемам, не утрачивающим своего значения и популярности у аудитории из года в год. Блогеры снимают ролики про:

· любовь, которая сильнее предательства , болезней и даже смерти
· циничных стереотипных девушек и любящих мужчин
· проблемы в семье и отношения между детьми и родителями
· движение к цели , ценность жизни и одиночество
· и даже про 9 Мая , ужасы войны и радости мирного времени.

Для своих вайнов блогеры ищут актёров по всему интернету: иногда они выкладывают истории с информацией о поиске такого-то персонажа особенного типажа, иногда просто привлекают для съёмок знакомых, намного реже снимают своих близких. Дети в роликах вайнеров — ученики актёрских школ или сами начинающие блогеры.

Куда инстаграм повернёт дальше — неизвестно. Многие вайнеры, ставшие популярными благодаря социальным роликам, не хотят уходить на ютуб, хоть и не видят далёких серьёзных перспектив в инстаграме. Конкуренция становится жёстче, и каждому новому блогеру приходится искать свой подход и новую нишу. Вероятно, социальные ролики — временное решение, но сегодня именно они дают вайнерам возможность не только заработать, но и реализовать свою потребность поговорить с обществом «о серьёзном».