By the time you finish reading this sentence, six seconds will have passed, the maximum length for a video on Vine.
Vine is a mobile app that allows users to create and upload short, looping video clips. Officially released in January 2013, the app announced it had reached 13 million users by June and 40 million by August.
According to Statista.com, Vine is the fastest growing app in the world, outpacing Instagram, Twitter, and Facebook. The app is the latest of many social media networks centered around content creation and sharing, and is taking the world by storm.
The app has become so popular that some of users make a living off the social media platform.
Meagan Cignolli, one “famous” Vine producer creates ads for businesses on the app that is less than a year old. She reports 90 percent of her income comes from making Vines.
Even businesses like Nike, Mazda and Lowe’s have begun to realize the value of social media, and many brands are investing in Vine as a way of reaching consumers.
What exactly is the secret to Vine’s success? Many of its users attribute Vine’s popularity to the six-second limit.
“I like the six-second limit because it forces you to be creative,” senior Duong Do explained. “In that short window, you have to present something exciting and entertaining. You have to get to the point quickly.”
Exciting and entertaining seem to define the majority of popular Vines. In these six second windows, comedy is king.
“Funny vines are my favorite. I can spend hours on end watching hilarious clips,” junior Jenna Philibin said. “Bonus points if it loops smoothly.” Almost all of the top 20 users with the most followers are comedians.
While Vine might be sold on short videos, competitors have tried to use Vine’s six-second limit to lure users to their sites.
Instagram, the popular photo sharing app, added videos in June 2013. One of Instagram’s main selling points was the 15-second limit on videos, as well as multiple filters, similar to its existing photo editing services.
Instagram’s features appeal to many, so much so that some users have abandoned Vine for good.
“Vine is useless. Instagram video is so much better. Instagram allows you to post longer videos, add effects, and upload videos from your camera roll, none of which you can do on Vine. The only advantage Vine has is the looping,” junior Isaac Olexio said.
Other users disagree.
“The best feature of Vine is the time limit. I don’t have time to watch those 15-second Instagram videos,” junior Drew Dutson said. “And when has anyone actually used a filter on an Instagram video? I go on Instagram to see photos, and I go on Vine to see videos. Vine is not dead.”