Before TikTok became a household name, or Snapchat streaks became a trend, the world was going crazy about Vine, a social networking, short-video hosting company.
Vine was founded by Dom Hofmann, Rus Yusupov and Colin Kroll in the year 2012, but was acquired by Twitter, 3 months later and subsequently launched in January 2013. It became an instant hit, owing mainly to the 6-second limit its founders placed on the videos, and the world saw the time constraint being used in ways that defied the expectations of the founders themselves.
Originally, the application was intended to be a service that lets you capture casual moments and share it with friends. But, soon after it was handed out for beta testing, the founders saw that people took the 6-second limit as a challenge, and the app was starting to be used in some of the most creative ways, thus, giving birth to the concept of ‘vines’ (does BB ki Vines make more sense now?).
So, where exactly did it all go down? How did the service, so loved by its consumers, met an end? One of the paramount reasons, yet again, is resistance to change.
While the 6-second model became extremely popular and loved by one and all, it simply was not enough. People were head over heels for the concept of short videos but wanted to be in control of its length, which was eventually offered by competitors like Instagram, Snapchat and TikTok (Vine actually did remove its 6-second limit some time later but realised that it was too late).
Hoffman, after launching Byte, an app similar to and meant to be a tribute to Vine, in January 2020, himself mentioned that “If you were to bring back Vine as it was when it shut down, today, it would feel pretty dated”.
Vine’s lack of stable management is said to have acted as a catalyst for its demise. With its founders being the first ones to exit the company, followed by some of the top officials, the team was always more or less turbulent. The outcome was imbalance. Every new executive came with their own set of beliefs and visions which was more often than not in conflict with those of their predecessors and caused the company, not only a fortune, but also a significant amount of time, which could easily be used to cope up with the needs of the masses.
Nevertheless, today, after almost 7 years of its launch, Vine is still remembered by a number of widely known public figures like Zach Knight and Amanda Cerny, for being the platform that brought them recognition and made them the people they are today.
The legacy of Vine is one whose impact we see to this day. Some of the most popular apps would not have existed had it not been for Vine. Imagine a world without Snapchat, where you don’t have streaks as an excuse to chat with random people everyday. Hurts, doesn’t it?