When Vine was created, the main objective was to allow users to make fun, short six second videos to share with their friends. Since its creation, Vine has taken on a life of its own far beyond the original, simple idea. Users have gotten more creative with their mini productions, but most notably, Vine continues to be the launching pad for many viral hits.
The company has been working on a way to take the connection between Vine users and music a step further. Vine recently introduced a new initiative simply called “Music on Vine.” The new feature hopes to enhance the same experience users were already having.
Before, when hundreds of users would share a Vine with the same song on it there would be the common “What song is this?” question floating around until someone finally delivered the correct answer. Now when users view a Vine, the new feature will tell them exactly what song they are hearing in the video. Another new feature will allow users to discover new music in the “Featured Tracks” section. Users can add music to their own Vines from this feature or see what popular songs other users have been adding.
Another new feature called “Snap to Beat” allows users to create their own seamless loops with whichever song they choose. However, when the “Snap to Beat” feature is turned off, it allows more creative control to add various sounds within the Vine. Social media users have made multiple songs going viral thanks to Vine without the use of any of these new fancy features, so it will be interesting to see what kind of impact “Music on Vine” will really have on future viral hits.