You probably remember some of those crazy viral videos from a few years back — that was the time when everyone was competing to make the goofiest gif possible. Those short videos were called vines, and they inspired many popular features of today’s apps, such as Instagram’s short video & boomerang.
Vine was a short-form video hosting service & a social platform where users could share 6-second looping video clips. The company was bought by Twitter in 2012, just before its official public launch. Twitter clearly saw the opportunity in short form videos, and they weren’t wrong!
Taking videos wasn’t anything new and groundbreaking, but Vine had a secret that made it so popular and viral. Because the videos hard to be short (6 seconds), users had to use their creativity to the max. Within months, it appeared that Vine probably would never become the everyday video sharing tool its founders had envisioned.
Instead, Vine became something much bigger, and much more interesting. Vine’s culture quickly shifted towards creativity and experimentation, which brought about plenty of fun & entertainment for everyone.
Vines became a worldwide phenomenon, with people all around the world contributing and creating awesome videos. The Vine social media platform quickly went viral, spreading its name all across the globe, but also speeding up its demise.
Launched on January 24, 2013, by December 2015 Vine had 200 million active users.
However, in 2016 — Twitter announced it would be shutting Vine down.
Vine Shut Down
In January 2017, Vine website was archived by Twitter. The official story was that Vine was no longer profitable, therefore it had to be shut down. Users would still be able to see their old vines, but new ones could not be created through the platform.
There are many reasons for Vine’s demise, but it’s safe to say that other social media platforms had a large role in it. Because of Vine’s immense popularity, other platforms started to copy and use Vine’s features for their own benefit.
Also, Vine’s trendiness slowly wore off, and the promises of “internet fame” started to die out. Vine had a simple but fatal problem — it didn’t bring anything else to the table.
Other social media platforms took Vine’s idea and did something similar on their own:
- Instagram added a short-video service in their stories
- Snapchat also did a similar thing
- YouTube vine compilations were more popular than the Vine itself
For all these reasons, it was clear that Vine could no longer sustain itself financially, so Twitter decided to shut it all down. No matter how trending something is, if it can’t make money, it’s eventually going to die out.
Vine was a one trick pony whose trick was easy to pull off — so other social platforms did exactly that. There’s nobody to blame here really. Vine was a unique idea that certainly worked, but it had to die out eventually. Making short videos was cool, but it wasn’t enough to build an entire social platform around it.
Many influencers who started off on Vine went to YouTube or Instagram anyway, which also reflected negatively for Vine.
For us — Vine can serve as a perfect example of an awesome idea that simply couldn’t work in the long run. And you can bet that there will be even more “Vines” in the future.
If anything, it just goes to show how powerful platforms like Instagram, Facebook or Twitter are — they stood the test of time no matter what happened.