Founded in 2012, Vine is a video sharing service that allows users to upload six-second videos. Acquired by Twitter in the same year, Vine has been tremendously popular among young people and businesses. In marketing, companies have used Vine for its simplified platform, which at one point had a large following of 100 million active monthly users. Certainly, popular Vine posts that have the ability to attract millions of views is enticing for any company wishing to raise brand awareness. Vine is also popular among marketers as it allows them to articulate their products in fewer than 6 seconds, which is especially convenient for reaching those with short attention spans.
The success of Vine is not without its problems. Since peaking in 2013 as the most popular app, Vine has witnessed its active user numbers decline, as well as prominent content makers shifting to other platforms. With Twitter’s stock price being driven to all time nadirs in 2016, along with the markedly decreased in interest in Vine, Twitter announced recently that it would be shutting down Vine. What does this mean for marketers who currently use Vine? There can definitely be short-term impacts as marketers will have to scramble to find different platforms. In the long term, perhaps the discontinuation can be seen as a positive given that marketers will have to migrate to different platforms that can be much more popular and are on the rise, thus remaining on the pulse point of trends.
References
https://c3metrics.com/dying-vine-decline-social-media-platform/