How did it end up like this?
It started off so strong. Vine launched in 2013 and gained over 200 million active monthly users by 2015. Sounds like a booming social media platform with real estate for substantial marketing opportunities to me, right?
Not so much. Vine had opportunities to be THE tool for quick and entertaining videos ─ a market now that undeniably dominates most social media newsfeeds, especially Facebook. Controlled by the reigns of Twitter, Vine suffered an unhealthy mix of mismanagement and self-annihilation throughout the following years of its life.
This is yet another cautionary tale for digital marketers and content producers today; get with the times, but not too much with the times.
Anyone producing content for the online world understands the importance of distribution across channels. It’s all about making content worth reading, watching or sharing ─ then packaging it for each specific channel in a way you know will reach your target audience.
But, as Vine fatally reminds us, there’s a danger to that. Marketers spend time and resources on developing content that will thrive on each channel, ensuring that whatever we put out there will “satisfy” the algorithm, in turn being rewarded with more views and impressions. Just look at Facebook — it substantially favours content that keeps people on their site, making those posts reach way more impressions than if a company were to link to their own website. When those algorithms or expectations change, businesses are expected to drop everything they learned, invested in and immediately adapt.
It’s when social mediums control not only how our content looks, but how our businesses are modelled, that we can get into trouble. Everyone needs to find a balance of investing in diverse channels, without putting all their eggs in one basket, trite but true. Vine is a ready reminder that the right diversification matters more than ever.
Read here for 5 Reasons Why Vine Failed.