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Vine's logo

Vine is a social media platform, created by Dom Hofmann, Rus Yusupov, and Colin Kroll in June of 2012, that allows users to share short captured videos.[1]Similar to Twitter, Vine limits the quantity of media being published. Videos can be no longer than 6 seconds and can be cut up to record several clips from different angles, moments, locations, people etc.[2] These features differentiates Vine from other video networks such as Youtube, Keek, Vimeo and Facebook.[3] The app inspires creativity, insight, and fun.[4] The app is similar to Instagram; it shows you a scrollable feed of all your friends’ vines on the home screen. [5] Additionally, Vine allows you to follow your friends and favourite celebrities. Posts can be liked, shared and posted to other social media networks such as Facebook and Twitter (who purchased the company in October 2012).[6]

Vine 1.0

Vine was created by Dom Hofmann, Rus Yusupov, and Colin Kroll in June 2012 and launched in January 2013 [7]. It is owned by Twitter. Vine was primarily a free app made for iOS on the iPhone and iPod touch. In April 9th, Vine became to most downloaded app on the iPhone. [8] This earlier version of Vine limited who could use the app, and how it could be used. Once a clip was taken – recorded simply by holding the screen – they were not saved. All clips then had to be exactly they way the user wished.

Vine 2.0

In June 2013, Vine became available on the Android and for Windows 8 phones in July[9]. This increased its reach to virtually any Smartphone.

In October 2013, Vine added two new features: Sessions and Time-Travel [10]. Time-Travel allows you to edit posts, making temporality more asynchronous. Sessions lets you save drafts and work on several projects at a time.


Mobility and Reach

In terms of the mobility of the site, because it is an app that is downloaded on most smart phones, it is very easy for the videos on the platform to spread. The site also offers a grammar of replication through re-vining. The mobility of the site has also allowed other platforms such as Facebook to link with the site and therefore spread vines to many who might not have vine accounts themselves. This accessibility to different platforms expands the reach of Vine's content beyond the home site itself. However, unlike photos, videos on most social networking sites (including Vine) are not able to be saved. This limits the number of people who can see the videos, and makes a Vine account more necessary.


One of Nancy Baym's seven key concepts is that of Interactivity. Vine embodies this characteristic as it allows users to like and comment on videos. The app encourages interactivity by enabling users to promote videos they find to be particularly funny or interesting. Since most users also create their own videos, the purpose of the site is inherently interactive.


Vine created a Facebook page entitled "Best Vines," where videos could be viewed by any one of the network’s 1.15 billion users. The page now has more than 18 million likes and vines are uploaded daily. Since the app was not on Facebook, you could not follow or be followed. Instead the videos that were posted were deemed the most popular and “Vine famous” became a social cue as a result.

Vine as a Medium

Part of what made Vine so popular was its unique ability to show information. As a medium, Vine is similar to Twitter in the the way that it limits the amount of information users can share. Because all vines must be exactly 6 seconds or less, they are supremely easy to make, but extremely challenging to make well.[11] As a result, Vine is able to be an extremely accessible form of communication while also being engaging and entertaining to long time users.[12]Furthermore, unlike Twitter, Vine has the advantage of the richness of video. Because users are working with videos, it's easier to put together a coherent story that users can actually understand – In vine's case, it's true that a picture really does speak a thousand word.[13]

Community and Identity

In its later stages, Vine developed a specific community around people looking for amusing videos filmed by creative, relatively unknown users. This shifted popularity from celebrities to those who were able to take advantage of what the platform had to offer. The use of videos allows individuals to display their own identity, whether it is artistic, funny or just their everyday developments. Through the tool of "re-vining" and "liking" vines, a user builds a profile that reflects their specific likes and dislikes. Such a demonstration of what appeals to the user is what allows their Vine profile to take shape. A select group of people have become famous solely through the application, a term known as "Vine Famous."


It is no surprise that the rising popularity of Vine has created a market for companies to use the social media app for advertising purposes. It is not the first time advertising agencies have been limited to 6 seconds or less. Youtube often has a 5 second constraint before users can skip the add 14. Vine's concept and design promotes creativity and videos have the possibility to go viral, a trait advertisers look for. ""The better-made stuff, even in six seconds, will have the potential to spread" 15.

Several companies have used Vine as an advertising tool, including: Gap, General Electric, and Dunkin' Donuts. In September 2013, Dunkin' Donuts became the first company to compose an entire television ad off a 6 second Vine 16.

In February 2013, Vine was used for the first time as an attempt to spread breaking news. A Turkish journalist successfully used the app to broadcast a terrorist bombing of the U.S Embassy 17.

Vine's efficiency, unique format and ability to be shared on several media platforms allows it to be a powerful advertisement and broadcasting tool.


  11. ↑ "What Makes Vine So Hot." Mashable. Mashable, n.d. Web. 31 Oct. 2013.
  12. ↑ "What Makes Vine So Hot." Mashable. Mashable, n.d. Web. 31 Oct. 2013.
  13. ↑ "What Makes Vine So Hot." Mashable. Mashable, n.d. Web. 31 Oct. 2013.