The end of the line for Vine
An app that allowed enabled creative comedy genius for 6 seconds with just an iPhone, is leaving this world for a better place. Vine has announced via Medium that “in the coming months we’ll be discontinuing the mobile app.”
Back in 2013 when Vine launched, it was snapped up by Twitter for $30m who were keen to branch into mobile video. Initially it had great success, gaining 200 million monthly users and creating a platform for creators such as Zach King, Thomas Sanders, Bat Dad and Megan Cignoli.
As mobile video began to evolve, and the likes of Snapchat & Instagram turned up on the playground, Vine struggled to get the attention of marketers. As an app for creating content, Vine missed an opportunity to leverage advertising and marketing relationships in the way Snapchat does with ‘Snapchat Discover’. As “Snapchat and Instagram have become more popular, they’ve managed to innovate a lot further than Vine” and in doing so, have captured Gen Y & Z audience in their magical mobile net. Glass’ Jo Ayre explained to ITV that the agile nature of these competitive platforms led to the Vine creators drifting to Snapchat and Instagram to continue building their careers where they could gain more exposure.
It’s a fast-paced race out there and poor Vine just couldn’t keep up.
So long Vine, it was nice knowing you!
