The Vine Effect: How Twitters App Is Affecting Social Video Startups

If you ask Twitter's CEO Dick Costolo why the company decided to buy Vine, an app for creating and sharing six-second videos, the answer is simple: It's the next big thing. "When Facebook bought Instagram, I said were not going do what those other guys did. Were looking for the next thing," Costolo told The Wall Street Journal in a recent interview. "We all agreed that this is the next thing down the road."

That might sound like little more than the trademark optimism of a Silicon Valley exec if not for how quickly the app has taken off. In just the two weeks since Vine launched on the iPhone, news outlets have used it to capture stories, brands have used it to create ads and conte…
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