So, it withered on the Vine.

The video equivalent of 140 characters.

Let's face it, it was the kind of idea you have down the pub after ten pints, go home and code, bcomes flavour of the day for thirty seconds (which is 6 x 5 in Vine's case)..

Building audiences always has value, but only if there is a context to monetize them. With Vine there wasn't, and Twitter is suffering from the same problem.