RIP Vine

 

What a sad, sad time to be a Vine-enthusiast. Last week, Twitter pulled the rug up from under countless folks when they announced the death of Vine. That’s right—the app that you used to use circa summer 2013 is now gone forever. And it matters because Vine wasn’t dead—at least not completely. 

Vine was marred “uncool” by teens, deleted from many phones, and largely forgotten. But let’s give Vine the proper eulogy it deserves. Vine gave its users the opportunity to create six second videos, giving friends and strangers endless snippets of entertainment. It was almost a challenge to see how entertaining you could be in six seconds. And it was a lot of fun. 

A lot of things went down that led to the end of Vine and, with Twitter’s own future still in question, it’s not a huge surprise that it happened. While Twitter’s announcement gave no real explanation, I think it’s clear as to what happened: other channels won.

When thinking about the death of Vine, it’s important to note that just because a channel works for some, doesn’t mean that it’s the best version that exists. In fact, I actually used to like Vine. I used it quite a lot. Somewhere down the line, for reasons I didn’t understand at the time, I ended up deleting it from my phone. It just wasn’t making the cut. Vine wasn’t alone in my phone’s scorched earth policy: I just deleted Periscope—and I even took my blog post supporting it offline—because I think it's next on the chopping block. Now you’re thinking, “Two channels gone... What gives?” Simple answer: Facebook, Instagram, and Snapchat. They’re winning the content game. Case closed.  

Another reason for Vine’s death is because talent left. Much like Snapchat, Twitter, YouTube, and Instagram (I swear this list is finished), Vine was host to countless influencers–serving as a miniature television network where people watched and created. Back when Vine was already in deep water, Vine talent proposed a deal with Twitter as a last-ditch effort to save their channel: they would produce a steady stream of videos for compensation. Twitter refused, and much of the talent left for other channels.

Now Vine talent exists on Snapchat, Youtube, and Instagram, giving more than six seconds worth of content to their eager fans. This is clearly a great move for them. Those who quickly rose to the top in the Vine world can seamlessly use other platforms to grow and engage their audiences.

So what do you think? Are you going to miss Vine?