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 brands (32.5%) posted to Vine during the third quarter of 2015, down from 21 in the first quarter of this year. Allison Stern, Tubular Labs Co-Founder, explains "Marketers today are savvy about experimenting on a platform, but if it's not working for them, they're going to drop it." The decline has been particularly steep among social media brands, which have seen their share of total views fall over the past two quarters.
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 brands (32.5%) posted to Vine during the third quarter of 2015, down from 21 in the first quarter of this year. Allison Stern, Tubular Labs Co-Founder, explains "Marketers today are savvy about experimenting on a platform, but if it's not working for them, they're going to drop it." Some agency executives suggest that it is Vine’s lack of a viable advertising model and problems 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 consumers.