Forget about bloggers and multi-million dollar budgets! A new platform, Divine, already dubbed the successor to Vine, is on the horizon, and it could revolutionize the market for banner advertising in short videos. Launched with the support of Jack Dorsey, this social network not only brings back the six-second video format but also offers a unique approach to monetization, where CPM cheaper than 50 rubles could become a reality, and mass reach for pennies—the new norm. Let’s figure out how it works.
Divine: A Return to Roots and Rejection of AI
Almost ten years after Vine’s closure, its ideological successor, Divine, has emerged. This platform is supported by Jack Dorsey himself, and its team consists of Twitter veterans. The main feature is a strict rejection of AI in recommendation algorithms and a focus on human creativity.
Co-founder and CEO Evan Henshaw-Plath, known as Rabble, states: “We removed the pressure of having to create content that would be picked up by an advertising algorithm, and we found that people actually want to create.”
Key features of Divine:
- Decentralized protocol: Like many of Dorsey’s recent projects, Divine is built on an open protocol, giving users greater control over their content.
- Vine archive: Thanks to its close ties with Vine’s founding company, Divine can serve as an archive for the iconic app.
- Community focus: During closed testing, the platform emphasized creative initiatives, such as the “Midnight Insomniacs Club.”
Taco Bell: The First Major Partner and a New Monetization Model
The main question that always hung over Vine: how to monetize six-second videos? Divine seems to have found the answer in innovative brand integration without filming. The first official partner of the platform is the fast-food chain Taco Bell, which is launching its “Decades” menu with dishes from 2016.
“Divine will not only solve Vine’s monetization problems but will also strive for innovation in collaboration between brands and creators,” states the press release.
How does this work for brands?
Instead of intrusive advertising, Divine offers brands to “creatively contribute to communities.” The Taco Bell campaign is a prime example: by using the code TACO-BELL, users get early access to the platform before its official launch on August 20. This is not just advertising; it’s a native banner in Shorts that becomes part of the user experience.
Benefits for Brands:
- Low CPM: This model allows for reach without creating a video, which significantly reduces the cost per contact.
- Alternative to Influencers: Don’t pay an influencer for expensive integration. Here, brands interact directly with the community.
- Transparent Statistics: Open protocols can provide more transparent statistics on banner interactions.
Banner Advertising in Short Videos: Prospects for Arbitrageurs
For digital arbitrageurs and marketers, Divine opens up new horizons. Imagine: auto-placement on hundreds of videos with the possibility of getting a CPM cheaper than 50 rubles. This is real math, where pennies for a million impressions are no longer a fantasy.
This platform is ideal for:
- Promoting mobile applications: Short, catchy videos and non-skippable banners.
- Advertising crypto projects: A decentralized audience open to new technologies.
- Infobusiness: Fast and wide reach of the target audience.
Testing hypotheses for 1000 rubles becomes not just possible, but mandatory. Instead of creating expensive videos, you can focus on creative banners that organically fit into Divine’s nostalgic atmosphere.
Frequently Asked Questions
What is Divine and how does it differ from Vine?
Divine is a new platform for sharing short videos (up to 6 seconds), which is called the ideological successor to Vine. Key differences: Jack Dorsey’s support, strict rejection of AI in recommendations, a decentralized protocol, and a new monetization model through native brand integrations, rather than traditional advertising.
How can brands advertise on Divine?
Instead of traditional banner or video advertising, Divine offers brands to “creatively contribute to communities.” The Taco Bell example shows that this can be providing exclusive access to the platform or content in exchange for brand interaction, which is essentially a native banner in Shorts.
Will CPM on Divine really be cheaper than 50 rubles?
Potentially, yes. By abandoning expensive influencer integrations and focusing on mass, organic reach through creative banners, the cost per contact can be significantly lower than on other platforms. This allows for cheap reach and mass reach for pennies.
Will Divine avoid Vine’s monetization fate?
Divine’s founders claim that their monetization model, based on deep brand integration into the community and value provision, will help avoid the problems Vine faced. A focus on programmatic video banners and non-skippable formats could be the key to success.
Conclusion
Divine is not just another attempt to revive Vine. It’s a new approach to banner advertising in video that could revolutionize the market. With an emphasis on human creativity, decentralization, and innovative brand integrations, the platform offers unique opportunities for those looking for the lowest CPM in shorts and striving for transparent statistics.
It’s time to order banner advertising and become part of this movement before pennies per million impressions become an unaffordable luxury. Stay tuned for updates and get ready to test new hypotheses – this could be your chance for «white schemes» in the world of short videos.
