When Twitter first launched Vine back in 2013, there was little competition to its short form video burst capabilities. It was a novelty: unique, accessible, and compelling for today’s ever shorter attention span.
Creative Vine users began uploading increasingly entertaining content and Vine began to catch fire. It caught on so quickly that only a few months after Vine’s launch, Instagram started to compete by releasing a new feature that allowed 15-sec video uploads, more than 2x the length of 6-sec Vine allowed. This began the decline of Vine, Instagram was an established platform and had the upper hand as soon as they launched video sharing. Eventually increasing max video length and now competing with Snapchat as well with Snapchat-esque features in Instagram Stories.
Herein lies the problem, Instagram saw a competitor and began to innovate almost immediately. Continuously evolving to ensure it held all the capabilities its competitors did, from Vine to Snapchat. Twitter neglected to further develop Vine, it still has the same 6-sec video maximum it launched with, and once Periscope launched Twitter began to put more resources behind its new live-streaming platform.
Further, the 6-sec video maximum is such a short, quick piece of content, that while easy to consume, is difficult to monetize. Snapchat, while limiting users to 10-second videos, are still significantly longer in terms of ad space and have found a unique way to introduce ads within the platform using their story feature.
The shut down of Vine affects a diverse variety of “Vine Stars,” entertainers who saw the 6 second content limit as a creative challenge. These social media stars that saw their beginning on Vine will have to do what Vine failed to do, innovate, find new platforms and new ways to maintain their popularity that they initially cultivated on the platform. Those who do will confidently extend their 15-minutes of fame.
With a variety of other platforms with Vine’s capabilities but better, we think that with the onward march of social media platforms, Vine’s “death”is a hiccup but not a step back.
It will be missed!!