Twitter announced on Thursday it is retiring Vine, the once-trendy app that allows users to share quick, meme-ready looping videos. In a message to users, Twitter and Vine said the mobile app will be discontinued "in the coming months," but that the process will be gradual.
"We value you, your Vines, and are going to do this the right way," the statement reads. "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."
Vine launched in early 2013, a few months after it was acquired by Twitter. It attracted users eager to share messages -- often funny -- in six-second bursts and became a popular promotional tool among aspiring musicians. Popular Vine artists that went on to sign record deals include Canadian singer Ruth B and Brooklyn rapper Bobby Shmurda.
After a strong and buzzworthy launch, Facebook took the wind out of Vine’s sails in June 2013 after it added video functionality to its popular Instagram app. Unlike Vine, with its six-second limit, Instagram gave users 15 seconds to work with.
The shutdown of Vine will be carried out in "the right way," with major details being shared through the app and via Twitter, the announcement stressed.
"Thank you. Thank you," the company said. "To all the creators out there -- thank you for taking a chance on this app back in the day. To the many team members over the years who made this what it was -- thank you for your contributions. And of course, thank you to all of those who came to watch and laugh every day."