Twitter Vine, which help users in creating six-second video clips, was popular among consumers and marketers a couple of years back. But, the emergence of several new video formats (such as Facebook, Snapchat and YouTube) has led to many brands to quitting Twitter-owned Vine, says a report from Adweek by Lauren Johnson.
Brands shifting to other platforms
Citing reason, a senior digital strategist at Hill Holliday, Tyler Hissey says, “Over time, it became difficult for many marketers to achieve scale [on Vine].” In the last few months, many brands “de-emphasize” Vine as they got the same features on the other platforms, Hissey said.
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Data from Video analytics firm Tubular Labs also supports this. As per the analytics firm, Vine, Instagram, Facebook and YouTube hold 40 major brands including Dunkin’ Donuts, Coca-Cola and Target. In a period between September and November, almost 2,500 social videos were posted by the marketers, of which only 113 or just 4% of the branded content went to Vine.
During the third-quarter this year, only 13 of the 40 brands posted to Vine compared to 21 in the first-quarter, according to Tubular. General Electric, which is known to adopt new platforms early, has not posted on Vine since last January while Mountain Dew hasn’t visited the Twitter tool since April.
Is Twitter to blame for Vine’s downfall?
Tubular Labs co-founder Allison Stern believes the brands are seewing “platform fatigue.” Presently, marketers are more “about experimenting on a platform, but if it’s not working for them, they’re going to drop it,” Stern said.
Group director of distribution at Deep Focus, Topher Burns, feels the lack of advertising model with Twitter Vine is the main reason for brands abandoning it. However, Burns noted that brands do buy Twitter ads to promote their video clips. Burns says that Vine is no match to the other rival platforms when it comes to the distribution channel.
Many believe that Twitter’s sales pitch may also be responsible for Vine’s problems. Twitter is enhancing its advertising offerings with its new native video formats, live streaming app Periscope and Niche. Twitter is focusing its sales pitch more on these new platforms, thus leaving Vine to play second fiddle.