Twitter is in the news for sometime for making some discouraging announcements. Last week it said that it would be letting go of about 300 employees. Now the reason is out as well. They said it because Vine is shutting down. For those who don’t know, Vine is short-form video sharing service where users can share six-second-long looping video clips. Founded in June 2012, it was acquired by American microblogging site, Twitter in October 2012 just before its official launch. Vine had the support of Twitter and was a competition to Instagram and Mobli.
In December 2015, it had 200 million active users. On October 27, 2016 Twitter announced that Vine would be discontinued soon. This came as a surprise. Vine enables users to record short video clips up to around six seconds long while recording through its in-app camera.
Look at the reasons for which Vine is shutting down.
1. Vine clearly left an impact on the internet. But It has failed to keep up with the talent creators.
2. Twitter decided to shut down Vine. Doing this trims its headcount and costs.
3. The user numbers have reduced. This led to Twitter taking this decision.
4. Twitter has no money. They aren’t bankrupt but they aren’t getting profits either.
5. Instagram ate it. People can post short videos on it. Instagram is a competition to Vine.
6. The reach of Facebook is much more than Vine. This might be a reason.
7. Another theory is the existence of YouTube. People can share videos and not just vines on YouTube.
8. Twitter was all about setting a constraint on communication – 140 characters. With Vine it tried to do the same to video.
9. Vine was initially a great success for Twitter, entertaining creators with short snippets. It failed to move with the increasing long form content trend.
10. Twitter couldn’t encourage people to stay on Vine. This was a big letdown.
11. Twitter wants a sustainable way forward. This is why it is shutting down Vine.
12. The stars who became famous no longer needed Vine. They started their own channels.
13. Vine also suffered because of its hard-to-navigate platform. Its clips could be easily downloaded and then uploaded to Facebook and YouTube.
14. YouTube made aggressive overtures to popular Vine users. Vine lost momentum and usage.
15. Due to the short videos, there was no scope for advertising. Advertisers and marketers then gave up on Vine.