Vine Shut Down After Nine Years of Looping Videos.".
Vine was a social media platform that let users create, upload, and consume short-form video content. The videos on Vine were six seconds long and eventually extended its default video length to 130 seconds. Videos on Vine could either be shot and edited directly within the app or simply be uploaded for immediate consumption. However, Vine was shut down in 2016 after nine years of providing looping videos.
Vine was a social media platform that allowed users to upload and watch 6-second videos in a loop format. Founded in 2012, Vine eventually became one of the world’s most-frequented video platforms. At its peak, over 100 million people were accessing it every month. In October 2016, Twitter announced the shutdown of Vine.
This article will explore the history of Vine, from its inception to its eventual demise. It will cover the founders, the features of the app, the growth Vine experienced, and the reasons why it shut down.
Vine was a social media platform that let users create, upload, and consume short-form video content. The videos on Vine were six seconds long. Nevertheless, the platform eventually extended its default video length to 130 seconds. Videos on Vine could either be shot and edited directly within the app or simply be uploaded for immediate consumption. However, vine shut down in 2016.
The app ultimately shut down in October 2016. How it came to be, who’s behind it, and what led to its demise will be covered in the next chapters.
Vine, headquartered in New York City, was founded in 2012 by Dom Hofmann, Rus Yusupov, and Colin Kroll. The three founders met each other during their time at Jetsetter, a travel e-commerce startup based in New York. Kroll, a college dropout, joined the startup as CTO after spending two years working as an engineering manager at Yahoo (from 2007 to 2009). Kroll was considered to be a difficult character (he often was seen and heard calling out people directly). One employee, in particular, took a dislike to his managerial style.
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Dom Hofmann, who worked as a software engineer under Kroll, handed in his resignation to start working on the app that would eventually become Vine. He convinced Yusupov, a digital product designer by trade, to join him. Yusupov, knowing of Kroll’s genius, eventually persuaded Hofmann to welcome him as the app’s third co-founder. Hofmann and Kroll made amends and even became close friends. With Kroll on board, the team began coding and designing away.
In the beginning, much like Instagram for the photo use case, Vine was intended to be consumed as a video editing application. The team, after testing it with friends and family, settled on adding a social component to the app. Friends and family weren’t the only ones liking what they saw, though. Social media giant Twitter approached the team in the summer of 2012. Months later, in October, the founders decided to sell their app for $30 million (being mostly compensated in shares) all before launching.
So why did Twitter decide to invest $30 million into an app that wasn’t even fully developed yet? For once, the short-form video format of Vine fit Twitter’s strategy in showing content that’s of the same (short) nature. Second, there were plenty of third-party platforms, namely TwitVid, Posterous, and Mobypicture, that were helping to display video content on Twitter. Twitter’s goal was to eventually make them obsolete and enable their own video-supported tweets.
Kroll, Hofmann, and Yusupov all joined Twitter as part of the acquisition. They continued developing the app, which was finally released on January 23rd, 2013 (for iOS devices only). Despite being well-received, Vine also had its fair share of problems during launch day. For instance, server-related bugs led to people being signed onto other accounts. Video sharing to social networks had to be disabled as well.
To make matters worse, Facebook had begun to block Vine’s access to its platform. Soon after, rumors began emerging that Facebook was working on launching similar video editing capabilities for its own platform as well as Instagram.
Less than a week after the launch, Vine already stumbled upon its next problem. Users on the platform began sharing pornographic content. The team quickly intervened by blocking all porn-related hashtags, raising the age requirement from 12+ to 17+, and hiring more moderators to check the content for any potential violation.
Despite those hiccups, Vine soon emerged as the go-to app for teenagers. By April 2013, just three months after launching, it topped Apple.
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