Several days ago, Twitter announced that it's shutting down Vine, its video service that they purchased in 2012 which never really managed to realize its potential. Back when the microblogging platform originally purchased Vine, the deal seemed rather logical – Vine's short video format was seemingly a great fit for Twitter's short posting format. Unfortunately for Vine, the service was never truly integrated into the main Twitter social network and received relatively little support from its San Francisco, California-based parent company. That all led to users leaving the app for other services like Snapchat and Instagram.
While many found Twitter's decision to kill Vine surprising, top content creators which gained their fame thanks to this service have been expecting that to happen for over a year. As reported by Mic, 18 of Vine's top 50 creators organized a meeting in Los Angeles in late 2015 with the goal of trying to save the rapidly declining app. The gathering was led by Marcus Johns and Piques, two young Vine stars with close to 10 million subscribers combined. The content creators sat down with Vine's Creative Development Director Karyn Spencer and asked for some significant changes to happen. The root of the problem was simple – users were leaving Vine, so creators started shifting to other platforms which consequently led to even more users leaving the service. Their proposed solution was for Twitter to pay them $1.2 million each, or $21.6 million in total to produce additional content in an effort to draw users back to Vine. More specifically, creators promised to publish 3 Vines per week for a year in exchange for receiving the aforementioned sum.
Other than that, the deal also required Vine to handle some pressing issues concerning its service. Vine stars complained about the rising issue of online abuse happening on the service, limited editing tools, and the inability to add links to video captions. While Vine did eventually make some changes regarding these protests, the deal was already dead for a long time. So, what exactly happened? As Mic reports, Spencer promised content creators to bring their terms to Twitter, which he did. Three more Vine stars joined negotiations in the meantime, and while Twitter allegedly pondered the proposal for a while, the microblogging platform ultimately decided that the money simply isn't worth it. Ever since that fall of 2015, top Vine stars already knew that the service was doomed and believed that it was just a matter of time before Twitter pulls the plug. As it turns out, that's exactly what happened a year after.