Vine star Zach King to marketers: Worry about interactions with fans not ROI

Zach King checks the number of 'likes' on his Vine

Zach King checks ‘likes’ on his Vine at Social Matters

One of the most successful content creators on the internet suggested today that marketers should not worry so much about the ROI of social media marketing since traditional media is just as hard to measure.

Headlining the Social Matters conference in Hong Kong today, Asian American Vine star Zach King, famed for his six-second “magic vines” edited to look like magic tricks, was asked how he’d convince Asia’s more conservative generation of clients of the marketing value what he does.

King said that he is “bad on ROI”, but said that beyond social interactions it was difficult to show the effect of social content on a business.

“You can include a call to action in a video, but I advise brands not to do that,” King said.

Social content such as Vines is better for building brand awareness than driving direct action, he advised.

“I like to think that big brands want those eyeballs. But you can’t always measure [the effectiveness] exactly. But you can’t measure the ROI of a billboard either,” he said.

King created a Vine in Hong Kong for the Social Matters conference that attracted 13,000 likes on his Instagram page within 18 minutes of posting. This was a low level of interaction compared to what he’s used to. “I can usually get 40,000 likes in that time,” he said.

King pointed out that interacting with his fans was at least as important as creating content.

“I spent at least two hours a day on SnapChat interacting with fans. One fan told me that they like every single one of my Vines because of that.”

“I believe my future depends on those deep engagements,” he said.


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