Somewhere the makers of 12seconds, Cinemagram and lightt are either saying “damn, that’s our idea” or “we should have less features and easier UI” or “that’s basically exactly what we did”. They are scratching their heads about what they could have done better to achieve the seemingly overnight success Twitter-owned app Vine is now experiencing, after all, all these products tap into the shift to mobile that video is in the middle of. And let’s not forget that flickr in pre-Marissa Mayer had a similar format plus scale.
Vine is the hot app these days after front page placement in the Apple store only to be called out for leaving the door wide open for pornography. It certainly opens the door for another set of creatives and it won’t be long until other brands will follow as my former colleague Daniel now at Attention US points out in his post.
And the flow IS really fascinating to watch as the Cyborgology blog points us to Vinepeek where you can see Vine after Vine and hypnotize yourself. Please let’s try very hard and not ask the question whether we need just another format.
Rather let’s debate whether this time around the format will stick. Have a look at this Vine blog post, citing Vines from the Brooklyn Nets, Paul McCartney, Tyra Banks and my other high profile accounts. And then consider that Vine is already Twitter-owned and the way Vine is integrated in the Twitter Card layout is just so nice that I can’t help but think: ‘another revenue stream’! Again, add the scale which aside from flickr the companies mentioned in the first paragraph didn’t have, and the network distribution effect (which flickr did NOT have) and Vine looks like a pretty good bet to me. What do you think?
While the two cofounders come across as a bit camera shy they made several very interesting points which sound promising.
First, what does the app do? It let’s you capture a moment with a series of pictures. All you have to do is point and click, the rest happens automatically (the picture taking and uploading, you don’t have to name – yet). This happens super fast, and in your stream you can then see what your friends are doing. One fun result is that if two people are using this in the same location, you get a much denser impression of the moment.
In Scoble’s interview one of the founders explained how the other was away for a wedding and he was able to follow the event through Lightt in ca. 45 seconds. Whether you’d want this or the personal account with the 30-minute-photo-presentation is up to you, but the story made me think “Twitter in a visual way” immediately. It’s status updates.
In the future, moments will be able to be categorized for example like “show me all my kid’s birthdays”. The immediate availability in the cloud ads to a better library-option than all the movie files you have on your harddrive and which you never watch.
Sure, this is yet another option to “over-share” (note the satirical underdone) but I am sure that with added privacy settings LIghtt could make as much sense as Path. While apps like Givit, Gifture or Cinemagram focus more on the artsy part of the video Lightt swings for the fences with the social network component (more on mobile video in this blog post).
Obviously, in this early stage there will be few moments from your existing network (especially here in Germany) but if the company can overcome this “small” hurdle, we have a game.