The move comes in a response to Facebook's acquisition of Instragram. Twitter was looking to discover "the next big thing" and believed that Vine was it after Twitter co-founder Jack Costello met with the Vine team and received a demo of their product. A “hyper-constrained publishing platform”, Twitter states that Vine will “force users to be creative in the way they tell a story, making it unique in comparison with other video services available today”.
Some of the world’s biggest brands have already adopted Vine: Top Shop, O2, Schuh, Dove Soap and Ritz Crackers are among them. Additionally, Buzzfeed has been using the app to give followers a sneak peek inside their offices. For brands and businesses using social media, Vine could be a great addition to their content marketing toolbox. Brands are already attracting new customers by asking them to share relevant ‘vines’ to enter competitions and get involved in promotions, and are building hype around new products by giving users a sneak peek before launch.
Aside from a few problems right after launch, when sexually explicit content found its way onto the app, Vine has been well received within the online community.