“Since 2013, millions of people have turned to Vine to laugh at loops and see creativity unfold.” (Vine, 2016)
Vine, which was originally intended to be an everyday video-sharing tool, quickly exploded online as a creative outlet where ‘regular folks’ could share hilarious 6-second video loops (The Verge). The app was so successful that Twitter quickly purchased the app from its developers, taking control of its fate.
Despite its rapid success and popularity, especially among millennials, on October 27th Vine & Twitter announced that over the next few months it will be discontinuing the mobile app.
How could such a successful social platform decline? Speculation attributes it to the gradual decline of Twitter, as there has been growing need for a more streamlined focus on profitability as the social networking site becomes less and less relevant. The continued development of Instagram also posed a challenge to Vine.
“Instagram video was the beginning of the end,” one former executive told me. “[Vine] didn’t move fast enough to differentiate.” (The Verge, 2016).
The good news is that Twitter will keep the Vine website alive and embed all existing videos, preserving beloved Vines in an archive for users to continue to enjoy.
Still, users are critical that the move is selfish on Twitter’s part. By killing the app rather than selling it, Twitter has protected itself from outcomes that could potentially degrade its reputation, such as another company buying it and successfully monetizing it, proving the ineptitude of Twitter’s leadership. Alternatively, selling the app for a low price could support the fact that Twitter is in need of cash and cannot manage to run its current assets (Tech Crunch, 2016).
Although Twitter has decided that killing Vine is the best option at this time, its actions have not been well received. Understandably, the millions of Vine users who enjoyed the app are outraged and have lost trust in Twitter – especially star content creators.
While there is nothing that can be done to save Vine, you can still watch your favourite videos on the app as its phase-out will be gradual. There are currently thousands of new video loops dedicated to saying goodbye that are worth a watch – and are a guaranteed laugh.
RIP Vine – thank you for three solid years of entertainment.
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