How Vine's Creator Crisis Accelerated Its Downfall

leanupskill.com - Upskill your Product Thinking

A case of failing to plan

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6 seconds of fame.

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Users post.

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No direct ROI for creators

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build value.

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The platform

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2015

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2015

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"NO"

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All 21

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Creators gone

[{"selector":"#anim-40a060d2-c3ec-495e-ad58-12a7ead06afb","keyframes":{"opacity":[0,1]},"delay":300,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-96bd9962-23b1-4a48-a241-b9ebf2676488","keyframes":{"transform":["translate3d(-159.25926%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":300,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-40152c11-b20a-448c-bcaa-75ae4fc0de63","keyframes":{"opacity":[0,1]},"delay":500,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ef97c750-e4f2-45df-b5fb-2ac107e726c7","keyframes":{"transform":["translate3d(-125.53192%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4102abe6-8a23-4c9b-81e6-109959780572","keyframes":{"opacity":[0,1]},"delay":3100,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3cfc8e83-51d9-4594-a3da-292b83c41456","keyframes":{"opacity":[0,1]},"delay":500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-810a3dc4-f211-443e-9a5d-32f93a83d1f2","keyframes":{"transform":["translate3d(116.84213%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b24805d2-6943-41f7-84cf-66210ea0713e","keyframes":{"opacity":[0,1]},"delay":1750,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-188d9127-e907-4e8a-beaf-ec1f0a7da2e6","keyframes":{"transform":["translate3d(116.84213%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":1750,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-143779af-bbb2-466c-8bcf-fe20eed23aba","keyframes":{"opacity":[0,1]},"delay":3000,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ad4aea96-3c8d-416c-aa5b-f1ceae485643","keyframes":{"transform":["translate3d(116.84213%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":3000,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-27b21033-5d45-417a-95e4-29af90dca40c","keyframes":{"opacity":[0,1]},"delay":500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-388e9632-43bd-41b9-b95d-c78184cbb219","keyframes":{"transform":["rotate(-90deg) translate3d(704.83887%, 0px, 0) rotate(90deg)","rotate(-90deg) translate3d(0px, 0px, 0) rotate(90deg)"]},"delay":500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-40b68c40-2d5e-4c75-a4d5-1aa02ae6772e","keyframes":{"opacity":[0,1]},"delay":1750,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e7725f26-25a7-45fb-8fd0-a6bdaa9df0e1","keyframes":{"transform":["rotate(-90deg) translate3d(704.83887%, 0px, 0) rotate(90deg)","rotate(-90deg) translate3d(0px, 0px, 0) rotate(90deg)"]},"delay":1750,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Scribbled Underline Arrow Arrow

What do we learn?

[{"selector":"#anim-c3ed20c2-1600-4834-8646-1c8a7b92be54","keyframes":{"opacity":[0,1]},"delay":1500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-df9b749b-3519-48ce-9543-41745ed53b34","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9ea2c088-62a2-4d47-ab0b-48c6821bb4f7","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b547cab5-b878-4e1b-bdec-fb4c0391a70a","keyframes":{"transform":["translate3d(115.18987%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2b2c7df8-1172-4ba2-b725-62bec3c06fce","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-36f98c3a-9358-4893-911f-c67a59e69757","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

everything.

[{"selector":"#anim-6a04aeec-54f5-4ef3-9617-97b916e4d9e7","keyframes":{"opacity":[0,1]},"delay":4250,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-3b96e20e-3f70-44a2-8f38-0866cab2233a","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":4250,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-ebecfc21-2dd3-4f63-8e60-4d03015110ed","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3df35ec9-ad3e-4492-96e9-8cf26c901c1e","keyframes":{"opacity":[0,1]},"delay":5550,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-2878cc35-d6af-4c4b-9f7b-7e2893f9e8ce","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":5550,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-5a3319c7-ac5f-4165-8e54-7de25b6905f8","keyframes":{"opacity":[0,1]},"delay":1750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d8b7de04-2c88-48b1-9250-d7db82671906","keyframes":{"opacity":[0,1]},"delay":3000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ccb89945-f844-4e4d-97a9-807e10b488eb","keyframes":{"opacity":[0,1]},"delay":7000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-fc81cd7a-db54-4b70-bab1-4868383b536f","keyframes":{"opacity":[0,1]},"delay":5500,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-8de2ce1e-3189-47ed-be4c-4834f382dd4f","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":5500,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}]

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How Vine's Creator Crisis Accelerated Its Downfall

The Growth Leak Series — Ep3

A case of failing to plan

Episode 3: Vine

6 seconds of fame.

Creative potential —

Huge.

Huge.

Short-form video.

Users post.

Build following.

App gains traction.

No direct ROI for creators

One Leak

build value.

Top Viners build value.

The platform

alone.

alone.

benefits

benefits

build value.

Top Viners build value.

2015

21 Viners build a secret coalition.

21 Viners build a secret coalition

2015

Demand Twitter to pay $1.2M each

Demand Twitter to pay $1.2M each

"NO"

Twitter says "NO":

Financially stressed.

Already reeling.

Company rejects demand.

All 21

leave Vine.

Switch to

industry rivals.

Creators gone

Revenue 0

Vine shuts shop in 2017

What do we learn?

The Takeaway

everything.

Ignore any one,

and you ignore

We Learn That

Creators bring value.

Value brings revenue.

- Keep upskilling.

leanupskill.com

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