So Vine is Shutting Down. But Why?

By: Thomas K. Welker, @thomaskwelker
October 27th, 2016


vine


I remember sitting down with a friend in 2013, a few months after Vine launched, and watching my first vine. It was called "Ryan Gosling won't eat his cereal" and featured a tv screen with Ryan Gosling on it as a hand slowly offers the TV Gosling a spoon of cereal and he flips it away. I'm sure my description is about 1/100th as funny as it actually was but from there I was pretty hooked. I watched the platform change and grow for the better, then around a year ago for the worse as product placement and recycled content seemed to dominate the feed. It wasn't a big surprise today that Twitter announced it would be shutting down Vine in the coming months.

While as a user I'm bummed because it means that portfolio of funny vines I have might be gone and it was a great way to share laughs I can't say I'll miss it. I haven't really used the platform for probably a year outside of the Vines I encounter on Twitter.

Why didn't Vine work out from a marketing standpoint? I think that in the beginning it really boomed. They birthed an entire generation of creators and social celebrities. At first people were able to make content of the kind we had never seen before. But as companies started realizing the potential for impressions and marketing through Vine they were happy to pay for product placements which meant watered down content or worse, overt advertising Vines. This really hurt the platform as creators lost fans from their inconsistent content.

Unlike Snapchat, Vine did a poor job of rolling out new features to foster better content. Snapchat has really reinvigorated content with new filters, stories, and more but the new features Vine rolled out were not only lacking creatively they were a bit too late. Adding longer videos made the platform lose its uniqueness and took away a lot of the charm and creativity necessary to be successful.

Although I hope that Vine stores its vines in a sort of library online, I think that the platform is right to shutdown at this point. The creators have moved to other social media and Vine doesn't have the money or time to win them back. Thanks for the laughs!

Just some thoughts for the morning, tweet me at @thomaskwelker and let's talk about it.
 


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