Twitter has decided to kill off Vine. All good things must come to an end. Vine just announced that it’s discontinuing the mobile app. The app, which launched in 2013, allowed users to record quick snippets of their lives on loops to share with others. Vine became so popular that it cultivated a sense celebrity that nearly paralleled YouTube’s popularity.
In a statement by the company, it reassured users and fans that nothing will happen to the app immediately.
Nothing is happening to the apps, website or your Vines today. We value you, your Vines, and are going to do this the right way. You’ll be able to access and download your Vines. We’ll be keeping the website online because we think it’s important to still be able to watch all the incredible Vines that have been made. You will be notified before we make any changes to the app or website.
Vine was a widely used app where videos looped and were limited to 6-second clips, pioneering a short-form video style for social media, which was later adopted by Snapchat and Instagram. Though the app is shutting down, dedicated users will still be able to access and download Vines on the service’s website — they just won’t be able to upload any new clips.
“Thank you for taking a chance on this app back in the day,” Vine wrote in its post.
Twitter had placed a big bet on Vine in 2012, purchasing the startup in a $30 million deal six months before it even launched.
The news comes just hours after Twitter posted its third-quarter earnings and laid off 9 percent of its work force, axing about 350 people. Vine’s death came as a part of Twitter’s restructuring, the company said in an email.
Despite dark clouds looming over a sale of Twitter, the company posted surprisingly strong profit with its push for live-streaming content.
During its earnings call Thursday, the company highlighted its push for profitability. “We intend to fully invest in our highest priorities and are de-prioritizing certain initiatives,” Twitter said in a statement. The company said it would reorganize its sales, partnerships and marketing efforts, but it gave no hints that it was killing off Vine during the announcement.
As the news of Vine’s death arrived, social media held an unofficial eulogy for the beloved but short-lived app.