Vine's Runaway Growth: In Its Two-Year Life, App Has Exceeded Expectations

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A thoughtful piece by Sarah Kessler on Fast Company takes a look at Vine, the app designed to capture six-second looping videos. Since it was acquired in early 2013 by Twitter and released three months later, it has been used it ways not foreseen when co-founder Dom Hofmann introduced the app's "little windows into the people, settings, ideas and objects that make up your life." But now, he and another co-founder, Colin Kroll, have left the operation of the company to others.

It's not the "Instagram of video" that people expected. "It's more like the entertainment industry," Jason Mante, Vine's head of UX, tells Fast Company. "We have a more heavy concentration of people who are creating stuff for lots and lots of people."

The Fast Company article delineates many of the changes in the app's UI, its functionality and its metrics.

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