Back then, observers were positively breathless in their accolades for the service, with some positing that Vine represented some sort of tipping point in the world of instant communications.
A little more than four years later … and as of November 1, Vine has just been shuttered. How is it that such a vaunted social media platform went from de rigeur to rigor mortis in such a short time?
There are several key reasons why.
Time and place: The year 2012 was a perfect time to launch Vine, as it coincided with when many companies and brands were shifting their focus towards video communications. At the time, short-form video was a novelty, making it a kind of dog whistle in the market. But Instagram, newly acquired by Facebook, swooped in and made a big splash, too, while Snapchat attracted younger audiences. What was Vine’s response to these competitor moves? If there was much of any, no one seems to have noticed.
Competing … with yourself: Strange as it may seem, Twitter itself ended up competing with Vine in 2015, launching its own branded video playback capabilities. When something like that happens, what’s the purpose of the older brand that’s doing the same thing? Twitter’s simultaneous foray into live-streaming was a further blow to a brand that simply couldn’t compete with these newer video services introduced by Vine’s very own parent company.
Commercial viability? — What commercial viability? In all its time on the scene, Vine never figured out a way to sell advertising on its network. It had a good germ of an idea in sponsored content, but never seemed to capitalize on the opportunities that presented, either.
Knowing your audience: From the outset, Vine attracted a fairly unique and crowd of users, such as people involved in the hip-hop music scene. It was vastly different from the typical user base in social media – and yet Vine never did all that much to support these users. As a result, there was little brand affinity to keep them close when the next “bright, shiny object” came their way.
In the social media space, the rise and fall of platforms can happen with amazing speed. Unlike some other platforms, Vine was a big hit from the get-go … but perhaps that turned out to be a double-edged sword. Vine never did figure out a way to “mature” with its audiences – which eventually left it behind.
In the end, Vine went out not with a bang, but with a whimper.