Vine No More: Twitter Closes Video App

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The success of video in the social and web marketplace is rapidly growing and most users and shoppers respond best to brevity when it comes to video content. Surprisingly enough, Twitter announced that they would be dropping Vine this past week.

Vine is the video app that launched in early 2013 and features six second long looping videos.

Twitter announced that they will be shutting down the app as part of them reducing their global staff by 9% in an attempt to be profitable by next year. Fans of the app will still be able to view videos that have already been uploaded or ones that they have shared as the app will still exist in the archival sense.

So is this a good move for Twitter? We can all understand the need for the company to be profitable and Vine does have competitors in the form of Instagram and Mobli, but is this where Twitter should cut costs?

vine-img vine no more: twitter closes video app

 

Pulled from this Hootsuite article, by 2019:

  • Video will be over 80% of web traffic.
  •  Nearly a million minutes of video will be shared every second.
  • It would take an individual 5 million years to watch the all the video that will be shared each month.

From a user perspective:

  • Twitter would be eliminating a fan favorite. The app has a devoted following and many of the app’s stars have gone on to start their own companies and even continue in the entertainment industry being cast in movie and television roles.
  • Twitter is relinquishing something unique to their channel. With this void, larger channels like Facebook may produce something similar and take over the market. #FacebookWorldDomination

From a brand perspective:

  • The closing of the app doesn’t affect brands as much. Most of their presence on Vine was from endorsements and was put behind Viners who have a strong overall social presence. This means even without the app, their brand will be endorsed somewhere else on the web.

Like with anything, there are pros and cons. It is worth mentioning however, that Vine was a notable influence on what video on social media is today. Due to its initial success and being the birth place of many viral videos the app established video features for other apps. The most notable contribution to the world of video on social being the loop feature.

So what do you think will pop up next? A new video sharing app or will the current social channels roll out new video features?

 

image-branding-whos-doing-it-right vine no more: twitter closes video app

Alicia McClendon
Account Manager