Vine is a social media platform that allows users to post videos that are six seconds long. This article is here to answer why did Vine shut down? It’s for those of you who have an interest in social media but have never heard of the reason why the Vine was shut down.
This app was released in 2013 and immediately gained popularity. Apple and Google call it one of the most significant apps, and it has more than 200 million active users worldwide. The company stated in 2016 that it would be shutting down the app.
High competition, lack of monetization and advertising possibilities, employee turnover, and concerns within Twitter’s parent company are the reasons why Vine is shut down.
Looking at Twitter’s recent developments, we decided to start investigating how Vine evolved. From one of the most popular apps into an app that just shut down.
Here are a few reasons why the Vine app did shut down.
- 1 First, What Is Vine App?
- 2 Then, Why Did Vine Shut Down?
- 3 Conclusion on Why Did Vine Shut Down
First, What Is Vine App?
Vine was a video hosting service social media platform that allows users to create and share 6-second movies.
Like Twitter, because of its character length limitations and social aspect. Twitter promotes itself as a microblogging social media platform (follow, retweet, etc.). On the other hand, Vine is also a microblogging platform due to its limited video duration mixed with comparable social elements.
Vine seeks to achieve what Twitter does with traditional blogs for YouTube vlogs to put ideas into context. As a result, it makes perfect sense for Twitter to buy Vine for $30 million before the app debuts. As a result, it makes perfect sense for Twitter to buy Vine for $30 million before the app debuts.
This gave Twitter an easy way to compete with the much bigger social media giants like Facebook and Google in video content.
Then, Why Did Vine Shut Down?
The simple answer is that losing companies lose popularity to similar rival sites, especially Instagram Platform. Wasting money while losing market share is not sustainable which lead to Vine shutting down the app on January 17, 2017.
Of course, the broader answer contains several factors. Vine is not profitable for what reason? Why is it starting to lose its user appeal when Vine App has the advantage of being a first on its market?
Here are the top five reasons that will tell you why vine shut down:
1. Vine shut down because it was not able to meet market demand
At first, the presence of the Vine application was an image as a social networking platform with a microblogging space for users. The market is always a determining element for any organization that is looking to grow and succeed. If the market is not profitable, the concept of a dead company fades into obscurity in no time.
Users will exchange short video footage with their friends and family on the site. However, the basic concept changes when the app starts launching. Which is very different from what is meant to be an entertainment platform for consumers. Most of the platform’s users become passive consumers, just being spectators by viewing a small amount of material provided by other users.
As a result, the user base of the platform is in the minority, and the lack of attention to the platform persists. Unlike other platforms with multiple artists. The vine app falls short in this element of the business and cannot sustain itself for long.
The entire network ecology is based on producers. Who intend to continuously improve the platform with the video content of the users. But in reality, only a few users do so. Yet there are so many of them to keep the job. If designers give it up for whatever reason, then the platform will collapse.
In that case, the main principle is to continue to attract users to create video content and connect with the site. Video length restrictions are also a barrier to what people know and think is too short for people to use.
2. Vine monetization problems:
The problem of monetization is not only with business content providers who are also at a loss. Vine’s fault for being hesitant to try the monetization strategy, which is standard with hyper-growth network effects companies. However, this means that once the growth of the platform stops, the service will no longer need to continue running.
For example, if most of the money coming into the Vine ecosystem comes from direct sponsors for top content providers. While on the other hand, Vine has never tried to include sponsorship options on the platform.
Twitter buys a social media talent agency to indirectly monetize Vine. However, this is not a viable solution to the Vine challenge. The agency may not be able to convince its clients to stick with Vine instead of switching to other rivals, but a strong monetization strategy can still be done.
3. Vine’s parent organization was in trouble
The main issue here is due to Twitter’s acquisition of the Vine app to promote the brand and scale it faster. The whole concept is based on the use of Twitter from the Vine audience to promote its brand and build popularity.
Unfortunately, it was the lack of attention to the Vine application itself, which later resulted in his death. Moreover, as a platform, Vine must not have a distinctive product that will grab the attention of consumers and invest in heaven customers.
This is one of the reasons why the Vine app is failing miserably. As Vine has no long-term goal to push it forward. You may be wondering why Instagram was successful after Facebook buy it and why Vine failed when it buys by Twitter.
The main explanation for this is that Instagram needs to grow to a wider audience and expand its base while reaching the higher ground for other businesses. Moreover, since its purchase until now, Instagram is getting more and more attention.
4. Changes in Vine management, lack of focus, and leadership issues:
Vine’s conflict with Twitter of course caused a lot of trouble for the company internally in subtle ways that were invisible to outsiders. Whatever the case, it is inevitable that Vine would struggle to keep his senior leaders.
Two of Vine’s co-founders left in 2014. Theoretically, Vine’s strongest year yet, while a third co-founder is dismissing, implies a clash with Twitter’s top brass.
When there is trouble at the top, it will eventually spread to the rest of the team. Maintaining excellent leadership and strong direction and purpose is a great challenge under such conditions.
5. The Intense vine competition
Vine is facing more and more competition. Making it impossible to achieve its ambition and goal of becoming the microblogging platform it must reckon with.
The available competitors came up with big enough funds to tempt the Vine audience and content providers, which turned out to be a nightmare for the company. In addition, distinctive short videos are available on almost all social media platforms, including Snapchat, YouTube, and Facebook.
The first backbone for Vine occurred when Instagram added a 15-second video feature to their app with a story theme. This marks the beginning of the end for the Vine app. As a market pioneer, Vine neglected to develop its features and captured the market when it was almost free.
Hopefully, the five reasons for this make sense, and now you know the reason why Vine is shut down.
Conclusion on Why Did Vine Shut Down
As discussed in this article, the collapse of the Vine wasn’t just a commercial issue. The CEO lacks the determination to see the Vine through a period of crisis. In addition, Twitter is causing a lot of trouble for the company. Making it inaccessible to the user base that it is hoping will attract to the service.
In addition, the original creator of the app left Twitter, thus, no one else can fight for its growth after being bought back. Lastly, there were reports that disagreements between Twitter officials and the creators of Vine led to their resignation in 2014.