The Decline of Vine: Knowing When and How to Avoid Declining Video Platforms

The Decline of Vine: Knowing When and How to Avoid Declining Video Platforms

March 8, 2017 12:47 am

Although Vine now lives on as Vine Camera, a six-point-five second long remnant of its former self, the Vine community no longer exists. While Vine influencers and brands struggle to regain footing through other social media platforms like Instagram and YouTube, it seems that only the major players have managed to cross-over smoothly.

At its peak, Vine was considered one of the leading video platforms for influencers and brands. But why did Vine fail, and what are the major signs brands and agencies can monitor to know when to divest their media spend on declining social media platforms?

Vine was bought by Twitter for $30 million in October 2012. The initial premise of the app was that users could upload six-second videos on the platform itself, on Facebook, or on Twitter. Within months of its release Vine quickly rose to the top as one of the most used video sharing apps on the market; at one point Vine had reached 200 million monthly active users and 24 percent of American teenagers reportedly used Vine in 2015. Vine quickly became known for creative short-form comedy. Its top-stars, like Logan Paul, were able to charge over $200,000 for making one Vine for a brand. But in the span of four years since its release, Vine had managed to significantly slow down its growth rate–by 2016, it was already predicted that Vine would not be sustainable in the long-run.

What ultimately killed Vine was the inactivity of its top influencers, which was arguably the biggest attraction for the platform. Once influencers like King Bach and Thomas Sanders began generating traction on Instagram and (revenue-sharing) YouTube, Vine was already on the path to irrelevancy. For brands and marketers, the fact that Vine lacked a clear advertising model was another core issue that couldn’t be overlooked. Instagram alone boasts four different approaches with strong targeting capabilities yet Vine’s approaches were much more ambiguous. Another clear indication of Vine’s instability was its user growth rate, which had stagnated in 2014. As the years passed, Vine’s engagement rates also gradually slowed.

Trending Family recognizes the importance of optimizing your media mix across different social video platforms and partners with brands and agencies to develop relationships with top influencers. Don’t hesitate to contact us today for your next influencer marketing campaign!

Recent Posts

 

Breaking Down Instagram Influencer Tiers

Influencer marketing is growing more quickly now than ever before. In fact, Instagram saw a 48% growth in 2019 of posts using “#ad,” according to data analytics company, Klear.  Yet due to this fast-paced growth, it’s been hard for the industry to set certain standards, most notably how to define influencer size. The most commonly […]

Read More
 

Six Ways to Shake Up Your Influencer Strategy

Now that influencer marketing has been around for a few years, it’s easy for brands to get stuck in a rut and blend in with the crowd. Trending Family identified six tactics to help revive your influencer strategy and create content that stands out. 1. Hybrid Campaign Hybrid campaigns pair influencers with professional videographers. This duo […]

Read More
 

LinkedIn Influencers: Revolutionizing B2B Marketing

When you think of the phrase “influencer marketing,” your mind most likely jumps to young millennials or families facilitating B2C relationships by sharing fun products on Instagram or YouTube. However, there is a growing trend of using LinkedIn influencers to promote B2B relationships.  With 675 million users globally, LinkedIn is the largest professional social media […]

Read More
 

YouTube’s COPPA Changes: See if You’re Ready

It’s a new year, a new decade, and there’s a big new change on YouTube. On January 6, 2020, YouTube began requiring creators to label their channels and videos as “made for kids” if the primary audience for their content is children.  Videos that are designated as “made for kids” will no longer support features […]

Read More
 

Buzzwords Demystified: Ephemeral Content

Trends in social media change almost daily. One that’ll be sticking around — at least for a while — is ephemeral content. This term refers to content that has a limited lifespan or accessibility. More simply put — it disappears.  Snapchat was the instigator of this type of content, but we want to focus on […]

Read More
 

How to Spot Influencer Fraud

Influencer marketing has become an easy and affordable option for advertisers. This type of collaboration can be extremely beneficial for creating the brand awareness your company needs in order to grow. Partnerships with influencers are a great way to promote your product or service. Unlike traditional advertising methods, influencer marketing allows a company to partner […]

Read More
 

Selecting the Right Platform for your Influencer Campaign

Influencer marketing has come a long way from its humble origins. Celebrity endorsements were the original form of influencer marketing, but the times have changed, and the world has shifted into the digital space. Now brands have begun to focus on partnering with content creators who hold sway over massive niche audiences.  Social media platforms […]

Read More
 

Creative Ways to Make Your Holiday Campaign Stand Out

The holidays are a peak time for marketing with brands from all categories wanting to get their products and services out there. The competition is hot for the highest visibility and it can often be difficult to make your way to the top. Influencer marketing is unique in that it allows brands to reach niche […]

Read More
 

How Brands Can Reach Whole-Family Demographics

Tablets and other portable gadgets have undeniably reshaped the media landscape. Mobile devices have become equally as prevalent as TVs in most U.S. households, according to a report from Common Sense Media. “Second-screen” viewing enables people to consume two kinds of content simultaneously, like watching a movie while playing a game or scrolling through social […]

Read More
 

(Influencer) Content Is King

Nearly a quarter century ago, Bill Gates declared, “Content is King.”  As played-out as his message may sound, it is perhaps truer today than it was in 1996. Though Gates correctly foresaw the rise of Internet advertising, he couldn’t have predicted the landscape we now find ourselves in – a world of ad-blockers, spam filters, […]

Read More