Twitter has announced that it’s phasing out its six-second video tool, Vine.
It’s not that Vine wasn’t popular. In 2015 Twitter announced that it was displaying 1.5 billion vine loops every day. But since Vine defaults to looping, the actual number of people watching may have been considerably lower.
The main problem was that Vine never took off with brands. Some brands used Vine celebrities to communicate, but overall usage was low. A study of 40 major brands in 2015 found that only a third of them were using Vine. Of 2,500 social media videos, only four percent were Vines.
Basically brands just couldn’t figure out how to communicate anything of value in six seconds.