There's a new kid on the live streaming block: Vine's founders have launched a video app that incorporates live streaming, dubbed "Hype." The news comes after the Oct. 27 announcement that Twitter would be shutting down Vine in coming months. Hype's launch could be good news for Vine creators and influencers who have been mourning its demise. But will Hype survive as a stand-alone app? Or will former Vine users opt for the rival platforms (Snapchat, Instagram Stories) that led to its decline?
I saw that #Vine was trending, so I finally posted my first Vine! Can't wait to use this platform! So many fun ideas! https://t.co/sE2Df19Qy6
— Patton Oswalt (@pattonoswalt) October 27, 2016
One thing is certain: Without a major platform like Twitter behind it, Hype will need to demonstrate its usefulness and unique qualities—and fast—to compete in an already crowded live streaming space. In 2015 and 2016, Snapchat, Instagram Stories, Periscope and Facebook Live have seen steady user growth that could make it difficult for an independent player like Hype to stand out.
Luckily, Vine's founders seem to have found the special sauce: A young aesthetic.
Catering to an audience that adores memes and visual hodgepodge, Hype combines a playful, collage-like interface with an unusual feature that repurposes previously captured content and combines it with live broadcasts. Users can also add GIFs, text, images and a soundtrack to their streams.
Hype's only brand adopters as of this writing are News One, MTV and TechCrunch. But for brand communicators who have been looking for "the next Snapchat" now that teens' parents are sharing Snapchat Stories, Hype might just be the one to watch.
Follow Sophie: @SophieMaerowitz