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On October 27, 2016, Vine announced that Twitter would be discontinuing the Vine mobile app. Vine said users of the service will be notified before any changes to the app or website are made. The company also stated that the website and the app will still be available for users to view and download Vines; however, users will no longer be able to post. The discontinuation of Vine came as many different competing platforms began to introduce their own equivalents to Vine's short-form video approach. Platforms such as Instagram began to introduce their own takes on the short video angle, such as Instagram Video, where users were able to upload 15-second videos to their profiles. "Instagram video was the beginning of the end", said a former Vine executive during an interview with online tech news site The Verge. Marketers leaving the platform was also a large part of the decision by Twitter to discontinue Vine. Many monetary sources began to move to longer short video platforms, and with them followed many popular Vine creators. Since the start of 2016, more than half of Vine users with more than 15,000 followers had ceased uploading or had deleted their accounts to move on to other platforms such as YouTube, Instagram and Snapchat.
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