Vine – the 6-second video sharing service owned by Twitter – has officially closed. Users can no longer use the Vine app to upload new videos. Instead they can now record short videos with the ‘Vine Camera’ app, and share them directly to Twitter.
Whilst not as popular as video platforms like YouTube, Vine had built up a substantial user base. It was a way for professional video creators to cut their teeth and artists to showcase their work.
Companies like Ford paid popular Vine members up to £12,000 for 6 seconds of branded content. Meanwhile, musicians like Shawn Mendes were discovered on Vine and went on to launch successful careers.
However, not everyone was happy with the service, and its isolation was ultimately its downfall. Popular users began leaving Vine in huge numbers, and were then able to multiply the size of their audience using Facebook video or YouTube.
The move follows Twitter’s announcement back in November that it would be shutting down the service, and cutting 9% of its workforce.
Twitter wants to consolidate into a single platform. In December it also added several of the key features of their ‘Periscope’ video streaming service directly into Twitter.
We see video at the heart of our future. Judging by the outcry from Vine users and the popularity of other video platforms such as Facebook and YouTube, it’s clear to see video is very much the present and the future of communications. Perhaps where vine went wrong was its closed eco-system, they’re hoping to fix this by sharing videos directly to Twitter. At Mowjow, we work alongside platforms like Facebook to leverage the vast user base and sharing functionality, rather than trying to work in isolation.