In Memorial of Vine

October 28th, 2016

Update: Announced on Friday, December 16, Twitter is not ‘killing’ Vine, it’s turning it into Vine Camera, an app that will continue to let users take six-second videos. The videos won’t be shared to Vine’s platform, which is still being discontinued, but can be shared on Twitter or saved to users’ phones.

Do it for the Viiine! Do it for the – well, not anymore. As unexpectedly announced on Medium yesterday, the looping video app is being discontinued by Twitter in the coming months. With over 200 million users, you’re right to assume that thousands of users, as well as the celebrity “Viners”, took to Twitter to express their frustration – and gratitude – for the app, leading Vine to trend yesterday afternoon.

Let’s take a step back to remember Vine the way it would want to be remembered; a thriving app for multi-generations.

  • Vine was founded in 2012, and bought by Twitter just prior to its launch in the same year.
  • Initially only allowing six seconds of looping video, the app embraced our short attention spans [yes, they are now shorter than a goldfish‘s] and began the mico-video craze.
  • Catch the recent 60 Minutes episode? From Shawn Mendes to Logan Paul, these now incredibly famous Vine teenagers and young adults have become social influencers, harkening to the likes of the Kardashian family.

So what happened within the four years that Twitter bought Vine for $30 million? With people flocking to the app to watch their favorite Viners on a daily basis and businesses promoting their Vines on Twitter, you’d think this could be an app that would be around for longer than half a decade.

  • A recent glance of Twitter’s financials, you’ll see a lot of red, and not much green. Along with the Vine announcement, Twitter reported that they would be laying off 9 percent of their staff.

The perfect way to sum up Twitter? A Yahoo! Finance headline:

Twitter is a cultural success and a business failure. 

So where will all these Viners migrate to? It’ll be tough to replace the app itself, but as we’ve seen with recent Instagram and Snapchat updates, the micro-video is here to stay. In my own Instagram popular feed, I saw over 10 recommendations to follower Viners, so they’re certainly starting to prime & transition their audiences.

Only time will tell, but is Twitter the next app to have their name on a headstone?