Instead of serving as a deterrent, the 6-second cap pushed the limits of creativity and introduced innovative forms of content and inside jokes that are still prevalent in internet culture today. With its unique format, it provided a new form of entertainment that the world could enjoy. It became incredibly popular among teenagers and young adults, with 5 vines tweeted every second in that year. It was the most downloaded free app in the App store by April 2013. Vine was officially released in 2013, and a few months in, it took the world by storm. It also probably didn't hurt that the looping 6-second idea aligned with Twitter’s foundation of short-form content. They were looking to replace the third-party video tools that were being used on their platform.
In the fall of 2012, Twitter bought Vine before it even launched – for a reported $30 million. At that time, Instagram was limited to pictures and Youtube had captured the long-form video market. People could record, edit, and share intimate moments with their close friends. In its initial pitch to Twitter, Vine was sold as a social video platform. Its circuitous nature made it easier to digest what you saw, and also stand out from anything out there at the time. It was then that the trio struck gold and decided to add a looping feature.
But on its own, it was too short of a time to leave much of an imprint.
With a fear of losing the user’s attention due to buffering issues, a 6 second time limit was set on its clips. It was initially envisioned as a video editing tool however, after a positive test run with a small user base, they decided to integrate a social component into it. Vine was founded in 2012 in New York City by its three founders – Colin Kroll, Dom Hofmann, and Rus Yusupov.
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