Failure pattern · United States · 2012–2017
Vine: six-second videos and the creators who left
Twitter bought Vine before it launched and saw it grow into a cultural force — but without a way for creators to earn, its stars left for YouTube and Instagram, and Twitter shut it down.
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
by the numbers
- Reported acquisition price (2012)
- about $30 million
- Video length
- 6 seconds
- Shutdown announced
- October 2016
What happened
Twitter bought Vine in October 2012, before launch, for a reported $30 million. Vine launched in January 2013 with six-second looping videos, and it quickly created a new style of comedy and a generation of creators.
In June 2013 Instagram added 15-second videos. Vine's top creators asked for ways to earn money and for product improvements; when these didn't come, many moved to YouTube and Instagram, taking their audiences. Twitter itself was struggling and had limited resources for Vine.
In October 2016 Twitter announced it would shut Vine down; the app was discontinued in early 2017. Its short, looping format later re-emerged in TikTok.
Timeline
- 2012
Twitter acquires Vine.
- 2013
Vine launches; Instagram adds video.
- 2016
Shutdown announced.
what went wrong
- No monetisation for the creators who drove usage.
- Parent company lacked resources and focus.
- Competitors copied the format quickly.
the lesson
Platforms depend on the people who create value on them — if they can't earn, they leave and take the audience with them.
Apply it to your business
- 1Help your key partners or creators make money.
- 2Listen to your most valuable users' requests.
- 3Assume competitors will copy your best feature.
Laws at work in this story
Figures are rounded and drawn from public reports, company filings and widely cited coverage at the time. Check the company's latest filings before relying on any number.