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Vine Goes Away, and How Marketers Should Be Doing Video Now

Today, Twitter announced that they will be shutting down the short-form video app in the “coming months.” At first glance, this might come as a shock to many marketers, seeing as Vine boasts 200M MAUs and was a pioneer in the video space when it launched in 2013. Click to zoom on the chart below to see Vine’s biggest moments on Twitter.

Screen Shot 2016-10-27 at 11.41.35 AMBut the truth is that the decline of Vine has been happening silently for a very long time.

What Happened?

When Vine stepped onto the scene in 2013, we were living in a different world. There was no Facebook Live, no Snapchat, no Instagram Stories. There are some really big new kids on the block, and Vine struggled to keep up.

Source: Business Insider

As more and more platforms beefed up their video offerings, Vine became less and less valuable to the marketer. We see it falling to nearly dead last on marketers’ and influencers’ platform priorities.

Where to Next?

Since the debut of Vine, Twitter has added a number of ways to consume multi-media content. The platform has been able to hang their hats on the adoption of both Periscope and Moments. Just recently, Twitter made Moments accessible to all of its users, and we’re seeing them begin to catch on.

Screen Shot 2016-10-27 at 12.48.40 PM

Twitter isn’t the only network investing in live video with Periscope. Other networks are catching on in a big way. Now, it’s all about live video.

Source: Business Insider

Over the past couple years, we’ve seen the market for Live Video expand enormously. By using these platforms, marketers are able to establish this brand effectively and garner real-time engagement. We can expect to see more investment in this medium over the coming year.

Don’t mourn Vine too long. It gave us some internet gems that were legendary (Damn Daniel, Do It for the Vine, Shawn Mendes in general, etc.). Now, it’s time to turn our sights to a new era of video, and that’s live-streaming. But, as my formal goodbye, I’d like to include my favorite Vine of all time. #DuckArmy

Bye bye, Vine!

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Jade Furubayashi

My name is Jade and I'm the Social Media Manager for Simply Measured. We can find common ground in Beyoncé and Chipotle burrito bowls.

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