Twitter Inc announced Thursday that it will shut down the video-sharing mobile app Vine, in a bid to cut 9 percent of its workforce worldwide to keep costs down after beating Wall Street quarterly earnings expectations.
Twitter introduced Vine in January 2013 as a way for users to share short videos that were six seconds or less.
The service was popular with members of the microblogging site and gave rise to several so-called “Vine stars."
The news stirred up social media and #Vine quickly became the top-trending topic on Twitter in the US, with over 1.64 million tweets in just a few hours.
— nextline (@nextlinelabs) 28 Ekim 2016
#Vine trending is hilarious. Peeps complaining it's gone but it makes NO MONEY so would you pay a buck a month for it? Quick answer is NO.
— Scott A Rogers (@goinvestboston) 28 Ekim 2016
I swear if #vine shuts down, we riot.
— ajimboi (@DenNazeem) 28 Ekim 2016
I think I have seen more #Vine clips in the last 24 hours than I have seen in years.
— CT Ryder (@ctryder) 28 Ekim 2016
The decision comes after a failed attempt to sell Twitter as it fights stagnant user growth and stiffer competition from other social media platforms.
Twitter's decided to close the doors on Vine, shutting it down.
Mark my words, Periscope will soon follow.
— Avtar Ram Singh (@AvtarRamSingh) 28 Ekim 2016
The Vine website will stay live even after the discontinuation of the mobile app, which will give users the opportunity to download and save any videos, said Twitter and Vine jointly in a post to the blog platform, Medium.
Hardly anyone uses Vine nowadays
*Twitter announces Vine to shut down*
Suddenly everyone is using Vine again!
— Aaron Gillard (@MrDangerDaysF1) 28 Ekim 2016
A Twitter spokeswoman told Reuters that the app will shutter in coming months but did not give an exact date.