Twitter announced plans on Thursday to kill off Vine, the short-form looping video app it acquired four years ago in an early effort to bring video to the social network.
No reason was provided for shuttering Vine. However, the move was announced just hours after Twitter confirmed significant job cuts in a desperate bid to be profitable.
Vine was an excellent platform for comedy.
Twitter’s failure with Vine mirrors the broader struggles with Twitter itself. Despite being beloved by a loyal community of millions, Vine suffered from Twitter’s muddled product vision, inability to keep up with competitors and an unclear path to mainstream success.
Both Twitter and Vine focused on brevity. Both apps also appealed to a combination of creatives, celebrities and brands. And it only seemed natural that Twitter would eventually move from text to images to video.
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