Twitter’s plan to refocus on its core business has created another casualty: Vine.
Twitter said Thursday it will shut down its video app “in the coming months.” The move is part of a broader restructuring in the hope of cutting costs and refocusing the company on the core app, something Twitter’s board has been discussing since early September. Twitter also said Thursday it was laying off roughly 350 people, or 9 percent of its staff.
Vine has been struggling for some time, so Thursday’s move is surprising but not unbelievable. The app was never a revenue driver for the company, and it was no longer growing. Many of its top executives left over the spring and early summer. What’s interesting is that Twitter is shutting the app down instead of trying to sell it off. Or perhaps it did try and simply couldn’t find a buyer.
Either way, Vine will soon shut down. The company says that users will be able to download their Vine videos before that happens, but there has been no specific timetable announced. Vine general manager Hannah Davis, who just joined the company this spring, will stay on to oversee the transition, according to a spokesperson.
Update: Vine co-founder Rus Yusupov wasn’t thrilled to hear his former company was shutting down.
Don’t sell your company!— Rus (@rus) October 27, 2016
Also sad: Former General Manager Jason Toff.
RIP Vine— Jason Toff (@jasontoff) October 27, 2016
Here’s the full blog post from Vine:
Important News about Vine
Since 2013, millions of people have turned to Vine to laugh at loops and see creativity unfold. Today, we are sharing the news that in the coming months we’ll be discontinuing the mobile app.
Nothing is happening to the apps, website or your Vines today. We value you, your Vines, and are going to do this the right way. You’ll be able to access and download your Vines. We’ll be keeping the website online because we think it’s important to still be able to watch all the incredible Vines that have been made. You will be notified before we make any changes to the app or website.
Thank you. Thank you. To all the creators out there — thank you for taking a chance on this app back in the day. To the many team members over the years who made this what it was — thank you for your contributions. And of course, thank you to all of those who came to watch and laugh every day.
What’s next? We’ll be working closely with creators to make sure your questions are answered and will work hard to do this the right way. We’ll be sharing more details on this blog and our Twitter account, and will notify you through the app when we start to change things.
- Team Vine & Twitter
This article originally appeared on Recode.net.