I feel like anytime I go on YouTube or Instagram I see a million reposts of old Vines. So why did Vine die if everyone loved it? In short, Vine failed to adapt to a market with more video apps; however, there is more to the story.
Vine was founded in June 2012 and bought by Twitter for $30 million in October of the same year. Vine was never meant to be the huge creative platform it became. Its creators thought that the app would be used to share short videos between friends of life’s small moments. For example, someone blowing out candles on a birthday cake or family gathered at the table for Thanksgiving. Fortunately, people took the app as what writer of the article “Why Vine Died”, Casey Newton, described as a “creative challenge.” Vine offered a unique test for creators to make an entertaining video that was only six seconds long. As the app grew in popularity, so did its most famous creators. These creators were known as Viners, many of whom are still prominent Internet stars today. Among these stars are names like David Dobrik, Logan Paul, Jake Paul, Lele Pons, King Bach, etc. Vine peaked in 2014 with a study reporting that 3.64% of all Android users opened Vine at least once a month. Despite the peak in 2014, Vine saw its first signs of competition when Instagram introduced the ability for users to post 15 second videos in June of 2013. Vine failed to make any significant changes to keep users from switching to the easier and longer format of Instagram. By 2016, Snapchat and Instagram had taken over the short video marketplace. Many Viners transitioned to Instagram where they would be paid thousands of dollars by companies to make sponsored videos. Without any unique content creators, Vine became a stale platform and in December of 2016 Twitter announced that the app would be turned into Vine Camera, with the six second videos being uploaded straight to Twitter.
RIP Vine. Gone but not forgotten xoxo.
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