Twitter ’s 6-second Vine app is declining in popularity and being discarded by some brands due to the explosion of new video formats on Facebook , Snapchat and YouTube . General Electric—renowned in marketing circles as an early adopter of new platforms—hasn't posted to Vine since last January, while social-savvy Mountain Dew's account doesn't appear to have been touched since April. Video analytics firm , Tubular Labs , found that only 13 out of 100 ( 32.5 % ) posted to Vine during the third quarter of 2015 , down from 21 in the first quarter of this year . Jeff Stern , Tubular Labs Co - Founder , explains " Marketers today are savvy about experimenting on a platform , but if it 's not good for them , they 're going to drop it . " Some agency executives suggest that it is Vine ’s lack of a viable business model and competition stemming from Twitter ’s sales pitch , other advertising offerings and the increasing popularity of live - streaming that are proving most challenging to the appeal of the Vine app for both marketers and brands .
Twitter ’s 6-second Vine app is declining in popularity and being discarded by some brands due to the explosion of new video formats on Facebook , Snapchat and YouTube . Video analytics firm , Tubular Labs , found that only 13 out of 100 ( 32.5 % ) posted to Vine during the third quarter of 2015 , down from 21 in the first quarter of this year . Jeff Stern , Tubular Labs Co - Founder , explains " Marketers today are savvy about experimenting on a platform , but if it 's not good for them , they 're going to drop it . " Some agency executives suggest that it is Vine ’s lack of a viable business model and competition stemming from Twitter ’s sales pitch , other advertising offerings and the increasing popularity of live - streaming that are proving most challenging to the appeal of the Vine app for both marketers and brands .