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Vine’s Announcement Underscores This Important Marketing Advice3 min read

by | Oct 27, 2016

In the age of social media, many brands are jumping from one platform to another — mainly because “social media ninjas” are pontificating the need to be everywhere, all the time.

First of all, this is horrible advice, but more on that later.

Today, Twitter CEO Jack Dorsey announced that Vine would be closing up shop. While Vines that had previously been published would remain, new Vines would not be.

This is a torpedo to content marketers who had built a following and audience on Vine.

The ground beneath them has given out.

This underscores the advice I give every client: Never build your castle in another person’s kingdom.

In other words, don’t build your entire business and brand dependent on Facebook / Twitter / Instagram / Pinterest / Vine … why? Because those platforms have competing interests. They are not working for you, they are working for themselves. They have their interests in mind. And the rules can change at any time.

Instead, use the platform-of-the-day to drive your audience back to your website. Capture their email. Build a relationship that is not dependent on any third-party platform.

For those who have lost their brand platform, I’m sorry. Reach out to your audience and connect with them elsewhere.

For those who rely on any other platform, know that your days are numbered and start migrating your brand to a stable platform now.

#RIPvine

 

Entire Vine Announcement:

Important News about Vine

Since 2013, millions of people have turned to Vine to laugh at loops and see creativity unfold. Today, we are sharing the news that in the coming months we’ll be discontinuing the mobile app.

Nothing is happening to the apps, website or your Vines today. 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.

Thank you. Thank you. 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.

What’s next? We’ll be working closely with creators to make sure your questions are answered and will work hard to do this the right way. We’ll be sharing more details on this blog and our Twitter account, and will notify you through the app when we start to change things.

– Team Vine & Twitter

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