User:NatashaAzad/sandbox

Vine Kids

In January 2015, Vine launched Vine Kids, an app designed specifically for children.[21]

The new app was designed by a pair of Vine employees in order to create a safe space for younger users to watch content deemed appropriate for children. Every video posted to the app was carefully curated by Vine employees themselves to ensure a platform of purely  G-rated videos was achieved.

“Vine’s Head of Communication and Marketing Carolyn Penner told CNN that “children can swipe back and forth on the screen to find new videos, and also tap the screen to produce sound effects”.

While only being available to consumers with access to iOS devices, and there being an inability for users to upload their own videos, the new app still addressed a demand from the increasing number of families that wanted to be involved in the growing digital space in a manner that was safe for their children.

Reception

In an article by The New Yorker investigating the impact of online video platforms creating a new generation of celebrities. The platform was described as such: "A Vine’s blink-quick transience, combined with its endless looping, simultaneously squeezes time and stretches it.” Meaning that the platforms videos were watched multiple times to get the content filled meanings out of a short six-second video. With each rewatch, the user would focus on a different part to see what they may have missed in the last loop, and by doing so stretched time longer than simply watching a six-second video once.

Vine was hailed for being a space that allowed for black creatives to thrive, allowing them to show off their talents in a free application that anyone could use or see. In a similar vein, it also brought attention to many of today's big artists such as Shawn Mendes and Ruth B.

Many other brands used the free service as a platform for advertising their products, showing off exclusive content and creating contests to keep consumers interested in the brand. Cadbury UK had used their profile to show off new confectionaries that were in the making and created a contest around giving out samples to keep people coming back to the chocolate company, Many local bookstores and big brand name ones used the site to show off new books that may be in store. Other companies developed a more personal connection with consumers using their six-second videos. This also allowed fans of different brands to show off their loyalty to the brand and in turn advertised the brand from a different perspective, this may have included makeup videos and the like.

Discontinuation

The discontinuation of Vine came as many different competing platforms began to introduce their own equivalents to Vine’s short video approach. Platforms such as Instagram began to introduce their own takes on the short video angle, such as Instagram Video, where users were able to upload 15-second videos to their profiles. “Instagram video was the beginning of the end,” said a former Vine executive during an interview with online tech news site The Verge. The introduction of different short video platforms meant that Vine would lose many marketers as the service kept the six-second limit until shortly before discontinuation.

Marketers leaving the platform were also an enormous part of the decision by Twitter to discontinue Vine. Many monetary sources began to move to longer short video platforms and with them followed many popular Vine creators. Since the start of 2016, Vine's top 9,725 accounts had seized to upload more vines and had moved on to other platforms such as Youtube, Instagram and Snapchat.

Vine executives and cofounder were supposedly against monetization and did not take money from many brands, which is said to have lead to Twitter's discontinuation of the service.

Competition

Tik Tok

Tik Tok is an application created a couple months before the discontinuation of Vine, it is a Chinese based application (called Douyin in China). Tik Tok is most similar to VIne in that it is a simple short video platfrom with the added option of Duet, meaning that two different Tik Tok creators may collaborate at different times to create a final video. Only recently has Tik Tok gained a big following.