The Vine Shrivels

vinedeath

By William Cawley (@DigiTrey)


Social media platforms seem to arrive and disappear with increasing fervor. The latest victim of this cycle of extinction is Vine.

Vine was a video-sharing service that allowed users to share six-second clips. It was founded in June of 2012 and picked up by Twitter in October due to its promising future. At one point, Vine had over 200 million monthly active users.

Now it is gone. How did this happen?

Some place the blame on Twitter for not allowing the service to evolve beyond six-second videos or for not paying top-level users in a way similar to YouTube.

Either way, the stars of Vine left for those other services and never looked back. As far back as May, some were noticing the death spiral of Vine. The Atlantic found that the top producers of Vine content had not posted in more than a year to the service. This led to the audience gradually shifting over to competing services like Snap Chat to find those producers.

What does this mean for other social media platforms?

Well, it points to the competitive nature of the social media landscape. It is Darwinian in terms of weeding out platforms that do not meet a niche or become too complacent in a changing environment.

It also explains why the top platforms, like Facebook, are able to stick around. They are constantly reinventing themselves to survive.

 


References

Smith, C. (2016). By The Numbers: 27 Amazing Vine Statistics. DMR. Retrieved from http://expandedramblings.com/index.php/vine-statistics/.

Newton, C. (2016). Why Vine died. The Verge. Retrieved from http://www.theverge.com/2016/10/28/13456208/why-vine-died-twitter-shutdown.

Ward, M. (2016). Vine star Logan Paul reacts to shut down of the app. CNBC.com. Retrieved from http://www.cnbc.com/2016/10/27/vine-star-logan-paul-reacts-to-shutdown-of-vine-the-app-that-first-launched-him-to-stardom.html.

Kircher, M. (2016). How Vine Created a Culture and Lost Control of It. New York Magazine. Retrieved from http://nymag.com/selectall/2016/10/vine-star-logan-paul-and-teens-talk-about-the-death-of-vine.html.

Lafrance, A. (2016). Is Vine Dying? The Atlantic. Retrieved from http://www.theatlantic.com/technology/archive/2016/05/vines-death-knell-gets-louder/484301/.

Published by

UNT Eagle Strategies

Class members of the social media class in the Mayborn School of Journalism