Snapchat And Vine

Over the last few decades, the failure rate for newly introduced products has fluctuated immensely. A product will surely fail if it does not comply with the needs of a consumer, is poorly executed, does not have viable techniques in terms of marketing, and is managed in an abysmal matter. The prominent social media network, Vine, perfectly embodied a product that failed; thus, leading to its termination in January of 2017.

On January 24 of 2013, Vine officially launched as a free application for all iOS devices. Vine’s main targeted market were adolescents and adults. However, the application quickly became dominated by young children, and was no longer acknowledged by all age groups; therefore, decreasing its value and usage. This application

The primary cause behind the collapse of Vine were the competitors that it faced. In addition to Vine, there were a series of other social media applications that were more widely recognized and utilized. For instance, Snapchat. Snapchat and Vine both allowed users to produce videos and post them for their friends and other individuals to see. However, Snapchat includes more features that are praised by the public. Other than allowing users to create videos, Snapchat also grants them the ability to post pictures with a filter of their preference. At the time, this was one of Vine’s most eminent competitors because Snapchat attracted a large audience and had a massive market value. Users slowly became less interested in the six second videos that Vine provided; therefore, they began exploring new social media networks that supplied similar features and more. In addition to Snapchat, Instagram was also a prevalent competitor. In 2013, Instagram introduced videos right after being acquired by Facebook; thus, further driving consumers away from Vine. Unlike Vine, Instagram allowed users to record up to 15 seconds of content. Individuals began to scatter away from Vine’s dull and unvaried features and immersed themselves into more versatile platforms such as Instagram, Snapchat, and Facebook. Not only did these social media networks have a long standing reputation of success, but they were creating more advanced features in order to

Since the videos produced were generally about six seconds in length, they were classified as blunt and snappy. The application was never going to be viable, especially in terms of marketing and advertising. When it came to reeling in prospective advertisers and marketers’, Vine failed. The advertisers and marketers were uninterested in promoting Vine because they did believe that it was a sustainable advertising model. Instead, they invested their time and money into more prosperous and well known applications: Snapchat, Instagram, and Facebook. Advertisers were hesitant to promote Vine because they did not see its maximum potential. They were more confident in promoting other more popular applications because those platforms were deemed most likely to succeed. Despite the advertisers and marketers inability to promote Vine, Twitter also neglected their responsibility to sponsor the application. In October of 2012, Twitter purchased Vine for $30 million. However, Twitter was already struggling to be profitable. Rather than capitalizing their product, Twitter completely disregarded Vine and did not promote it; thus, leading to its withdrawal from the market. Since Twitter failed to contribute to the advancement of Vine while it was fresh off the market, it never had the ability to gain prosperity after that. Vine slowly became less and less important; hence, why its initial audience