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. "It is incredibly challenging to weave a brand or product narrative into a piece of content in six seconds. 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." The decline has been particularly steep among social media brands, which have seen their share of total views fall over the past two quarters.