In a digital world constantly seeking More, it’s a dog-eat-dog (or a Twitter-eat-Periscope-Instagram-eat-Snapchat-Facebook-eat-Myspace) world out there. Being relevant for a moment is one thing; staying relevant, and standing the test of time, is quite another.
What makes for a sustainable social media platform? Nobody’s really got the perfect formula. But if you’re a brand using social media as a marketing platform (and make no mistake – you should be) then gaining insight into when it may be good to jump ship is worth your while.
Join us as we explore the fallen heroes of social media and how exactly they met their tragic ends.
Here lies Vine
When Vine launched in 2013, it was to much fanfare. Heralded as a frontrunner in social media innovation, the future looked bright for the Millennial- and Gen Z-packed platform. The app allowed users to get creative, and almost straight away, Vine’s position in the social media stratosphere was clear: the sharing of humour-infused micro-moments to create maximum ‘lolz’.
And it made sense: in an age where attention spans are shorter than ever – and campaigns live or die by how fast they can make an impact – surely a six-second video-sharing app was fit for glory?
Think again! The story of Vine’s inevitable demise is a grimm – and not entirely unfamiliar – fairytale. At its heyday, Vine was clocking 100 million views per month. But those numbers started plummeting – and fast – as larger social networks got in on the act of video-sharing.
And big brands followed suit. Coca-Cola and McDonalds, quick to hop on the Vine train in its early years, jumped right back off in favour of other video-sharing video-streaming apps, such as Periscope and Twitter.
It was a slippery slope from there. As apps like Instagram – notorious for ripping off other apps’ features (see: Snapchat) – introduced videos and live-streaming, most users likely didn’t even realise when they stopped using Vine.
And while one can bash Instagram for its copy-cat tendencies, the moral of the story is all-too-clear: diversify or die.
Vine failed to do the former and made it to its final destination.
R.I.P MSN Messenger
If you were a 90’s kid, this next obituary will get the nostalgia flowing and take you back to simpler times. MSN messenger was the go-to app for teenagers to communicate with friends before WhatsApp, Facebook and Twitter were conceived. Credited with the title of being the origin of emojis, it also taught a generation what social networking was capable of and allowed users to talk to their crushes without the fear of human interaction.
It became the norm to ask new friends for their MSN names rather than their phone numbers, and set angsty emo lyrics as your status to let everyone know how edgy you were. Text speech also became hugely popular with terms such as LOL, BRB and GTG featuring heavily in our everyday vocabulary. But with the rise of other social media companies wanting a share of the spoils, MSN’s once loyal audience were thinking the latter acronym about Messenger.
The buzz and excitement about a shiny new website called Facebook pulled many people away and with MSN’s failure to innovate, their market share dwindled. MSN may as well have dug its own grave when it failed to adapt to the rise of smart phones.
Instead, it was a slow and painful passing for the messenger service. After 15 years Microsoft made the decision to permanently retire Windows Live Messenger, as it was now known.
But thx for all the fond memories!