Where did the internet get the most viral memes in meme history? Vine.
From 2013 to 2017, the 6-second video sharing app was unplugged by its owner, Twitter. Vine was founded by Dom Hofmann, Rus Yusupov, and Colin Kroll in 2012 before being acquired by Twitter for a reported $30 million. In a few months since its launch on January 2013, Vine became the most used video sharing application in the market and the most downloaded free app in the iOS App Store.
- Six-second long video looping clips
- Built-in camera
- The camera only records while the screen is touched by the user enables a user to edit right then and there
- Stop motion effects
- Ghost image tools
- Loop count- a number on the top corner will show the number of views
So what led to the downfall of the once popular social app?
What makes up the basis of social media apps are its users. Specifically, the popular ones. Like YouTube, the platform depends on its stars to grow traffic. Therefore, YouTube and its partners build a relationship to maintain their satisfaction and engagement on the platform. Vine could not fulfill that even in the midst of their demise. When 18 of Vine’s top 50 creators gathered together to meet with Vine’s representatives including Creative Development Lead, Karyn Spencer, it was a last-ditch effort to save the app. Creators were moving towards Instagram with its then-new live feature and Snapchat. To have them remain loyal to Vine, these creators offered to produce 12 6-second videos a month as long as the company pays each of these 18 creators $1.2 million dollars.
The problem with Vine is that it assumed that people would continue using the app without looking ahead at its competition. Vine wasn’t prepared when Instagram came out with story/live or when Snapchat gained popularity. It assumed that their users remain loyal, however, that wasn’t the case. In its run, Vine made minor changes that did not elevate or provide growth for the app. What appealed to users was that Instagram story and Snapchat offered longer length of time to record. It offered a better incentive for users to use these apps because they served more of a purpose. Vine became an app that wasn’t sure of what it was. It gave the users control of what they wanted to do with the app, but it lacked any sort of direction.
In the case of the meeting between Vine and its creators, Vine’s response was that it will consider this proposition but nothing further. This implementation of a solution was not handled well with Vine. If the app was desperate, then it would have accepted the offer that the top vine stars were requesting. The app could have survived because these vine stars had a large following and they’re loyalty to the app would affect their fans to continue using the app as well. The company didn’t maintain the happiness of its top users, who bring in the buzz and traffic. This lack of a solid relationship showed that Vine assumed that users would come and go without having any effect. It didn’t focus on the importance of users and the impact certain users can cause to a social media app.