Goodbye Vine. I hardly knew you.
There's plenty of shock on the internet at the surprise announcement that Twitter are shuttering the once popular Vine App. So much so that there is even a GoFundMe to crowdsource funds to buy the company. Quite how that'll work I don't know. I don't think the people who started it know either.
Some of the reaction has been quite funny. Some of it has been way over the top. And yet lots of the people reacting to the news with posts about their favourite Vines probably haven't looked at the app for quite some time. And I'm not guessing.
Let's break it down for a moment. According to the research conducted by the team at Markerly more than half (52%) of the top users (15,000+ followers) have not posted on the platform as of January of 2016. So if the most followed people aren't posting then what are people watching on it? Turns out not all that much. As the top stars migrated to other channels like Snapchat or YouTube, Vine was unable to keep up and innovate to add things like filters and geotags etc and the number of daily active users started to fall away quite steeply.
So, the top Viners aren't posting, fewer people are viewing the content. And they certainly making any revenue from it - at least from the traditional paid ads you'd be used to seeing on the likes of Twitter. In fact, according to Tubular Labs, Vines only accounted for 4% of all branded video content by December of 2015. So as well as users, media agencies and brands gave up on the platform and when that happens, bad things happen.
Another angle, that makes sense to me anyway, is that Twitter are chasing live streaming of sporting events quite heavily. And if you're any sort of sports fan you'll know that Vine is the go to place for goals, tries and more. And most of it copyright infringing. So shuttering Vine makes sense in that is removes a concern for rights holders.
Bottom line it's like when a shop closes and people complain and reminisce about the favourite item they bought from that shop. Problem is they probably haven't shopped there in a year or two. If you loved it so much you should have used it more. Twitter has enough trouble without hanging on to Vine.
So that's what I think about that.