5 Reasons Why Vine Really Failed

Vine was a social network that featured short-form videos.  During its peak, 100 million people were accessing the platform, whose videos were only six seconds in length, every month. 

image via VINE'S FB PAGE

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Vine, which was created by Dom Hofmann, Rus Yusupov, and Colin Kroll, had been acquired by Twitter for $30 million – all before it actually launched.

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The platform’s creators became well-known celebrities as well. KingBach, who had amassed 15 million followers on Vine, has since appeared in various TV shows.

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image via KINGBACH'S INSTAGRAM

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Vine was shut down in January 2017. It served as an inspiration for many other social media platforms including TikTok.

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So, what caused Vine, beloved by millions, to unfold? 

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LACK OF INFLUENCER SUPPORT

Content creators didn’t have any meaningful way to monetize their audience. Many of them eventually decided to depart and began creating content on platforms such as YouTube.

INTENSE COMPETITION

Both Instagram and Snapchat had introduced a multitude of video-related features during Vine’s hey-day. Most notably, stories became one of the driving factors for their increased growth.

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INSUFFICIENT  ADVERTISING OPTIONS

Vine did not provide advertisers with many options to target users. Many thus weren’t willing to invest in the platform, which meant Vine wasn’t generating much revenue to begin with.

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HIGH TURNOVER

Two of Vine’s founding members left the platform a year after it launched while Yusupov was laid off eventually. On top of that, Twitter had repeated rounds of layoffs that also hit Vine employees.

Twitter, at the time, faced huge financial pressure from investors to become profitable. Vine, costing way more than it was bringing in, contributed to Twitter’s mounting losses in a significant fashion.

ISSUES AT TWITTER

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