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Casey Newton

Why Vine died



Summary/Commentary:

While Vine was culturally significant at one point, the platform wasn't strategic enough to make it worth Twitter's time. In this in-depth look at the start, the rise and the eventual demise of Vine, The Verge's Casey Newton users six interviews from former executives to find out why Vine couldn't survive.

This article originally appeared on The Verge

Closing the loop

The thing about Vine becoming the internet’s premiere tool for making short-form videos is that it happened almost completely by accident. Its founders had envisioned their tool for making 6-second clips as a way to help people capture casual moments in their lives and share them with friends. It was part of their pitch to Twitter, which bought the company for a reported $30 million in October 2012, seeing it as a near-perfect video analog to its flagship app’s short-form text posts.

And yet even before the app launched, users had taken the 6-second constraint as a creative challenge. Something about that loop — the way a Vine endlessly rewound itself after completing, like a GIF with audio — encouraged people to put the app to strange uses. “It was surprising,” said Dom Hofmann, who founded Vine with Rus Yusupov and Colin Kroll four months before Twitter bought it. “Our original beta had something like 10 or 15 people on it, and even with that small group we started to see experimentation pretty early on.”

Within weeks, it appeared that Vine probably would never become the everyday video sharing tool its founders had envisioned. Instead it became something wilder — and much more culturally interesting. “It became pretty clear as soon after we launched,” Hofmann said. “Watching the community and the tool push on each other was exciting and unreal, and almost immediately it became clear that Vine’s culture was going to shift towards creativity and experimentation...


... Read the full article by Casey Newton at theverge.com





Tags : Twitter Vine

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