In yet another tale of a failing video company, Twitter announced today in a blog post that it will be shutting down the social video sharing app, a product it acquired in 2012.
As Twitter prepares for sale, the news of shutting down a stale product shouldn’t come as a surprise. Vine has struggled to find a monetization pathway given six second videos are hard to run ads against or roll up as “premium” regardless of how you slice the coin.
Also, Twitter may have sealed the deal on Vine’s imminent decline once it opened up longer form tweets and the ability to upload longer-form video directly into the Twitter feed — a clear sign that the social media business was eyeing longer form as higher value.
According to the blog post, Vines will “today” remain live. However, it’s likely the company will archive those in some capacity inside the Twitter product and functionality.
The shutdown doesn’t only show the big changes happening at Twitter but also the potential struggles coming for other emerging and hyped social video platforms.