Vine (Flickr)

Vine, Twitter’s video sharing app will be discontinued.  The app that was acquired by Twitter in 2012 was not doing too well in the face of competition from the likes of Snapchat, and Instagram.

The news came as a shock to many Vine users who have used the app to build loyal followings and even built careers around it. Many musical, film and television careers have been launched using this platform.

“Nothing is happening to the apps, website or your Vines today,” Twitter said in a release, noting that users will be given a heads up and be able to download their vines before the website and app close for good.

Vine offered  creative and innovative ways to present new and ingenious  art with its looping six-second clips. Initially, the company’s intention was to help people capture  moments in their lives and share them with friends. Twitter, which bought the company for a reported $30 million in October 2012, saw it as a neat fit to its short-form text posts.

But Vine’s restrictive six seconds stumped many. What can anyone do in a mere six seconds?

The answer is – a lot.

The time constraint unleashed a new kind of creativity and imagery giving expression to minuscule art forms, clips and musical bites. The endless looping   of six seconds was a unique form of engagement which hooked millions.

“It was surprising,” said Dom Hofmann, who founded Vine with Rus Yusupov and Colin Kroll four months before Twitter bought it, to “Our original beta had something like 10 or 15 people on it, and even with that small group we started to see experimentation pretty early on.”

“It became pretty clear as soon after we launched,” Hofmann said. “Watching the community and the tool push on each other was exciting and unreal, and almost immediately it became clear that Vine’s culture was going to shift towards creativity and experimentation.”

Twitter’s decision to do away with the app is linked to its restructuring effort and its declining revenues.