Visual Diary #11 | Problematic Stake in the Ground
People often forget about the time when the Vine app was extremely popular, it sort of just fell off the face of the Earth. Vine was twitterâs other video sharing app and I have researched some reasons as to why it failed in such a popular social media time period.Â
I found an article that listed 5 reasons why Twitterâs Vine fell to its demise.Â
1. Lack of audience ownership
2. Slow reaction the market
3. Twitter Cannibalism
4. Lack of commercial viability
5. (Too) rapid growth
These reasons don't seem to be enough on their own without explanations. I thought all along that it had something to do with the 10 second cap and all of the video sharing platforms were expanding their time limitations. Apparently, there was more to it than that. You can see the link here. https://www.dmnews.com/channel-marketing/social/blog/13042360/5-reasons-why-vine-failed
Basically, there were several factors as to why it failed. One of the main reasons that stood out to me was the fact that Vine never gave an advertisement outlet for businesses, which is possibly the largest driver of todayâs video sharing platforms. Making your platformâthat you donât charge a membership fee forâavailable for advertising is what makes you money and therefore allows you to stay afloat. Basically they had all of these users and no partnerships with other companies which was a big miss-step on their part.Â
Since I wasnât aware that Twitter owned Vine, this next main factor seemed funny to me. In 2015 twitter launched itâs own video sharing capabilities and basically became the largest competitor for Vine. It makes sense why they didnât try to save Vine, since they were a part of their own downfall. However, they did sort of lose their âstake in the groundâ status when Snapchat and Instagram became wildly more popular than Vine. Twitter felt its best chance was going to back to its own roots and developing the video platform within. Although they did this, they still arenât considered the highest ranked platform when it comes to video sharing. Vine grew very quickly but didnât have enough juice from the business aspect to remain relevant.
