Twitter is shutting down its Vine video service: The company will discontinue the Vine mobile app in the coming months, it has announced in a blog post.
The Vine website will stay up and running, and the company said on Thursday that it was going to wind down Vine slowly:
"We value you, your Vines, and are going to do this the right way. You'll be able to access and download your Vines. We'll be keeping the website online because we think it's important to still be able to watch all the incredible Vines that have been made. You will be notified before we make any changes to the app or website."
The announcement comes after Twitter announced across-the-board job cuts, with plans to lay off 9 per cent of its workforce, which equals about 350 people. The company also said in a letter to shareholders that it was going to prioritise some parts of its business, while deprioritising others. A Twitter spokesperson declined to comment on how many Vine team members are going to get laid off.
Twitter launched Vine in 2012 as a way to share short, six-second video clips. Initially envisioned as a social video sharing service, Vine quickly attracted a new generation of creators looking to reach an audience with short, pointed stand-up comedy.
But while Vine was popular with some creators and their followers, it also faced some stiff competition from Instagram, Facebook and Snapchat, each of which grew a lot faster than Vine did. The lack of monetisation options also led some of its most prolific creators to flee the platform.
13 of the best Vines of all time
1. 'The raging llama'
2015 was the year of the raging llama. In this video the llama appears to be hoping like a rabbit - apparently that's what they do when they're mad.
2. The Nirvana tribute
Nirvana covers are nothing new but this Vine sure was one way to put a 'creative' spin on the grunge classic.
We've all heard it - that commonly used prolonged 'yes' - and it's all thanks to this video here.
4. Mean girl moment
Throwback to when Dubsmash was cool. Nothing funnier than a child reciting a line from your favourite TV show.
5. Raving caterpillars
Ever wondered how caterpillars let their hair down? Here's how..
6. The world's cutest dancer
If ever you wanted to be photo bombed this would be the girl to employ.
7. Cats just want to have fun
Just a typical day in the life.
8. Why we don't exercise
Now we know why so many people prefer the gym. Home exercise isn't for everyone.
9. The 'duck army' revolt
Dog toy heaven, human nightmare.
10. Baby reacts to Adele's return
This cute little boy has something to say on Brit pop star Adele's return to music.
11. What did you do that for, Ron?
We've all done it, but timing was not on side for this Vine user.
12. When the unthinkable happens
Who would have thought - energy drink + hot dog - viola! Emergency phone charger.
13. Derek Zoolander takes over Vine
That time Derek Zoolander took over Vine on the catwalk!