Vine,Sorority as we know it, is over.
Twitter announced on Thursday that it will shut down the Vine mobile app in the coming months.
"Since 2013, millions of people have turned to Vine to laugh at loops and see creativity unfold. Today, we are sharing the news that in the coming months we’ll be discontinuing the mobile app," Vine wrote in a blog post.
The news follows on Twitter's announcement of a company restructuring, where it will lay off 9 percent of the workforce and work on other cost-cutting measures.
No Vines will be removed immediately, and users will be able to access and download all of their submissions. Vine also said they will work with creators on answering any questions.
Vine teased the upcoming news in a tweet from Wednesday night that is now downright heartbreaking.
The team behind Vine was not fully informed of the situation until Thursday morning, however. Vine had an all-hands meeting at 11 a.m. at Twitter's offices in New York, where the team is based, to share the news.
Vine was founded by Rus Yusupov, Dom Hofmann and Colin Kroll back in June 2012. The trio chose to sell the company to Twitter only a few months after launch.
Not all cofounders seemed happy post-sale, with Yusupov tweeting shortly after the shut down anonuncement:
This Tweet is currently unavailable. It might be loading or has been removed.
But there was enthusiasm among other former leaders of the platform. "It's a sad day for Vine. Wasn't long ago that the future for Vine seemed so bright," Jason Toff, who served as general manager of Vine between January 2014 and February 2016, told Mashable.
There were many reasons that led to the downfall of Vine, sources say who used to work at the company.
Some of those involved internal product decisions and clashes on strategy between the parent company and Vine. Others were an ability to compete with rising platforms Instagram and Snapchat, which were somewhat easier to use and executed faster on product enhancements.
There was little integration between Vine and Twitter. In fact, if you look at the app today, it seems that Twitter's shiny object Periscope is perhaps more integrated than Vine ever was. Periscope more closely aligns with Twitter's new strategy on live and as the "people's news network," as CEO Jack Dorsey called it, and not necessarily on arts and comedy in creation.
Topics X/Twitter Vine
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