Social media platforms serve various users, from the everyday account holder to company investors and now talented content creators whose influential posts turn fad into phenomenon.
Keeping these invaluable influencers top of mind?for example, Instagram?s latest advertising update–is crucial for social platforms as their support and engagement can arguably become a make-or-break situation.
Here?s a quick look at where Vine faltered, especially with regard to its once-loyal power users.
Twitter acquired Vine in its infancy
After a failed first attempt, Twitter successfully acquired Vine for $30 million in October 2012–before the then-three-person video application startup had even publicly launched. While this acquisition garnered a ton of industry attention and optimism, the sale marked the beginning of Vine?s end, as it took a backseat within the Twitter conglomerate. The competition took the lead
Soon after the acquisition, we saw a number of popular platform-building, video-sharing capabilities. By December 2012, Snapchat released video to its (then) 10 million-plus user base, and less than one year later, Instagram launched 15-second video sharing to its (then) 130 million monthly active users.
This widespread adoption of video not only rivaled Vine?s offering, but also continued to evolve to meet the needs of their respective users.
Viners were forced to jump ship
It was all doom and gloom–while its competitive set grew, Vine?s number of active use...