The social media world might be a cool fun place for the users but for the owners, it’s a jungle out there. Remember Orkut? Facebook swallowed it up. Meerkat got extinct due to Periscope. Instagram video feature might be gobbling up Snapchat. It’s survival of the fittest and Vine isn’t fit enough anymore.
The 6-second video app that was once created to compliment Twitter, fell prey to Twitter’s new growth strategy. Vine never became the platform that Twitter had hoped for. The co-founders gradually quit, and Twitter was sluggish when it came to investing in the project. The launch of videos on Instagram in 2013 dampened its growth, and as with the rest of Twitter, its product features came at a glacial pace. A significant lay-off was obviously coming to the Vine office but not a lot of people thought it would go extinct; we still thought Vine’s popularity would be enough to keep it running in the game but uh oh, reality check, better apps are now here. Time to bid another old friend goodbye (for those who haven’t already done that)…
Vine soared up as a platform to showcase talents instantly and make the maximum effect on people in a short amount of time. Reaching out to millions was possible with these 6-second videos. From Shawn Mendes to “Black lives matter”, we have a lot of things to thank Vine for. Vine was useful beyond imagination for sports fans; they used it to replay unforgettable moments from the court and the field over and over again. Vines taped by basketball fans are particularly very popular, but other sports did well too. Not only the fun part, Vine also gave protesters in Ferguson, Missouri, a way to video-cast everything that was happening in the time following the shooting of Michael Brown, the unarmed 18-year-old black teenager boy. The Vine footages captured moments of heightened tension between the protesters and the police. To respect all that Vine stood for, it has been decided that the video clips will be kept archived and can be downloaded.
Vine turned even the stupidest and meaningless videos into little capsules of laughter; it gave rise to many stars (remember Lele Pons, Brittany Furlan, Rudy Mancuso, Nash Grier?) and yet couldn’t live up against brutal market competition. Most of the Vine stars said that they knew this was coming. When the mother organization was making that big a loss, Vine was just acting as a bigger drainage of funds. Besides, in today’s fast-paced world with full-fledged consumerism, Vine was too slow to grow if not stuck at one place. People are forgetful, give them a new shiny toy and they tend to forget the old ones, no matter what memory is associated with it. It’s the fault of the old toy that it couldn’t upgrade itself and entice the human anymore. Vine’s popularity might seem like a fluke since the parent organization didn’t really give so much of an effort on it. But even then we’ll miss that little app that served creativity to us in a crisp manner.