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On October 27, 2016, Twitter shocked the world by ending its social video platform, Vine. While news of Vine’s “timely” death may have surprised audiences, most of the social media platform’s top stars (Viners) knew long ago that the end was imminent. Months before Twitter shuttered its 2013 $30M investment, many of its top content creators began leaving the 6-second video app and pursuing more lucrative projects including Facebook Video/Live, YouTube Red, and movie/music deals.
Since 2013, Vine gave rise to some of the world’s most-followed social media influencers launching the careers of Logan Paul, Andrew “King Bach” Bachelor, Curtis Lepore, and many others.
While many of today’s most recognized digital influencers may have gotten both their start and acclaim from the now defunct Vine, the following top Viners have made significant inroads on trending social media apps and networks including Facebook Video, YouTube, Instagram, and Snapchat:
Months prior to Vine’s end (the fall of 2015), several of the social video platform’s top stars noticed declining engagement and views on Vine while their content elsewhere performed well (Mic). In an attempt to salvage the social platform that gave numerous top Viners their start, Marcus Johns and Jon Paul Piques along with 19 other Vine stars decided to meet with Vine’s Creative Development Lead Karyn Spencer with an ultimatum (monetary proposition and platform changes) they believed could turn around the floundering video platform.
For $25.2M ($1.2M for each of the 21 top Viners), each Vine star would produce 12 “Vines” each month (or 3 Vines per week leading to an influx of billions of views). Additionally, the following changes were also to be made:
In the end, Vine was unreceptive and all 21 top Viners abandoned the platform. Many Viners ceased posting on the platform as early as the end of 2015 including Marcus Johns (who led the proposition) while others like Piques continued posting for a few months later till forgoing the video platform altogether in the summer months.
via Marcus Johns‘ last Vine post on December 23, 2015
via Piques‘ last Vine post on August 11, 2016
Related Post: The Top 10 Viners You Should Know
Even before Vine’s ominous meeting with its top stars, many had already begun posting less frequently opting instead to devote their time to trendier apps or emerging platforms (i.e. Snapchat and Facebook Video/Live). Instead of promoting their Vine channels throughout adjoining social media channels, many Vine stars “removed direct mentions of Vine from their social media bios, and many others…encouraged followers to subscribe to their channels on YouTube or Facebook,” reports Taylor Lorenz of Mic.
Though some of the platform changes proposed by top Viners did eventually materialize, by most Viners’ estimation, it was too little, too late. By this point, many of the platforms top social media influencers had long migrated to other platforms seeing the type of success (and payouts) Vine was incapable of ever providing (e.g. Piques, one of the chief organizers of the Vine star meeting, received nearly $120,000 to post on Facebook’s latest feature, Facebook Live).
via top Viner Jon Paul Piques‘ Twitter on #RIPVine