What happened to Vine app? Why did Vine die and what was the cause of its failure?

Vine was a popular video hosting social platform that gave users six-seconds of Internet fame by sharing short videos on Internet. After it was founded in June 2012, company was soon acquired by microblogging platform Twitter for $30 million same year in October, even before its official launch.

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What is Vine?

Vine was just a video-sharing app that allowed users to share six-second-long, looping videos on social media. It came with easy sharing capabilities reby allowing it to gain popularity in a short span of time. It was app’s video looping feature that attracted millions of users into watching hours of content which featured hilarious, silly and even creative content. Vine boasted of a massive user base and was also used by celebrities as a platform to promote ir brand in a creative way.

What happened to Vine app?

Twitter discontinued Vine mobile app in October 2016; however, website and app were still available for users for viewing and downloading content but content creators were longer allowed to post new videos. same year in December, it was anunced that Vine mobile app would be operational as a standalone service, reby allowing creators to create and share ir content; however, it was directly connected to user’s Twitter feed, and t on Vine.

Soon after, Vine was renamed to ‘Vine Camera’. This new application enabled users to again record six-second videos and share it only on ir Twitter profiles. However, app failed to perform and was subsequently met with poor reviews from users.

Twitter had launched an Internet archive of all previous Vine videos which allowed users to continue watching all older Vines; however, website is currently t operational.

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Why did Vine die?

While re are many experts claiming that very acquisition of Vine by Twitter somehow tramped its growth potential, it is also worth mentioning that company had a major focus on staying true to itself and t adjusting to needs of users. It was its failure to meet ever-growing market demands which also debilitated its ability to compete with apps that introduced ir own equivalents to Vine's short-form video approach.

Instagram made Vine obsolete

Platforms like Instagram introduced ir own take on short video angle, such as Instagram Video, where it gave creators ability to share 15-second videos to ir handles. In words of a former Vine executive, "Instagram video was beginning of end" for Vine. It is believed to be true as Vine was never able to recover since Instagram launched ‘Video’ feature in 2013.

Instagram Video feature allowed users to create 15-second videos, which was a major difference compared to six seconds that were offered on Vine. This led to most of aver users and popular Vine stars bid adieu to Vine and switch to Instagram.

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Vine’s unsustainable business model

Marketers moving away from Vine can be considered ar ermous part of decision why Twitter decided to discontinue platform. Vine was t able to find a sustainable business model as it was viewed by many advertisers and promotors as a platform that did t suite well for promoting ir products.

Also, Vine was t able to offer a shared revenue to its content creators, unlike YouTube. In addition to this, it was also seemingly difficult for content creators to build on ir popularity on platform after a decline in downloads and active users.

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Im credits: Vine.co