Calm down, the little blue bird is still tweeting, but it’s clear they’re not doing so hot. The company shut down Vine, their once very popular six-second looping video app, let go of a good chunk of employees and as they’re hoping to find a buyer, shares are plummeting.
In the meantime, they’re putting their efforts into live streaming. Could this be how Twitter saves themselves?
Well they do have Periscope and certainly are headed in the right direction with live streaming. Facebook and Instagram, which was acquired by Facebook in 2012, are constantly optimizing this offering with talk of launching a “Go Insta” live streaming option, plus building out more live streaming tools on Facebook.
If Twitter is able to convince users (and even more so, brand partners) to use and invest in their live streaming offering, perhaps there’s a chance. Given all folks need is a smartphone to broadcast to the world (no editing needed), there’s going to continue to be growth in this space.
And what will users be looking for?
Facebook thinks it’ll be a more controlled, customizable live stream, which is why they just partnered with Prisma for some real-time artistic filters and plan to create some of their own to roll out.
There’s also emerging apps like, Hype, which ironically was just launched by a Vine co-founder with the ability to live stream while weaving in a variety of content. Again, giving users a bit more control around their live stream.
What does all this mean for brands and marketers? Well, the passing of Vine reminds us to not put all our eggs into one basket and the same can be said for Twitter. This shouldn’t come as a surprise though — when was the last time you used Vine?
Plus, most of us know that each social channel should hold a specific role in the overarching channel strategy and offer tailored content. As a brand steward, marketers need to be assured by Twitter that they will be creating more flexible ad options and that the platform is an effective channel to reach their target audiences.
Twitter, which was once a megaphone for brands to communicate news, events and engage with key influencers in real-time, is going through a social media version of
natural selection — where only the best, evolving channels will survive.