Twitter is shutting down Vine, the 6-second video service announced in a blog post on Thursday.
Vine launched in January 2013 and was Twitter’s early foray into digital video. When Vine debuted, mobile video wasn’t really a thing. YouTube’s audience was mostly on desktop, Snapchat was only a messaging app, Facebook’s autoplay video product was only a month old and Instagram was only for photos.
Things have changed.
As Facebook’s, Snapchat’s and Instagram’s video audiences grew, Vine’s homegrown stars, like King Bach, Lele Pons, Logan Paul and Amanda Cerny, branched out to those platforms as well as YouTube. And as audiences’ attentions steered more toward Facebook, Snapchat, Instagram and YouTube and less toward Vine, so did advertisers’ investments. The rise of Vine’s rivals — as well as a sibling rival in Twitter’s own native video product rolled out in January 2015 — has now led Twitter to cut off Vine.
Vine’s shutdown will happen at some point “in the coming months,” according to the service’s blog post. Until then people will still be able to check out the videos on Vine, download the ones they posted to the service and maybe upload them to one of all the other mobile video platforms, perhaps even Twitter’s.
via Marketing Land