Vine Isn't Dead, It's Getting Funnier

Supposedly, Vine is dead, pushed out of the way by Instagram’s new video feature. For two weeks, Instagram users have been able to edit and publish up to 15 seconds of smartphone video. Vine usage dropped by over 60 percent as people began writing eulogies for their six-second video clips.

While Vine may be hurting, you should know that it isn’t dead yet. And there’s a content niche that could maintain its survival: comedy.

During Vine’s golden age—which lasted as long as an awkward middle school romance—comedians like Will Sasso, Chris D’Elia, and Andy Milonakis built up significant followings on the platform with a steady line of absurd humor. Six seconds may not be enough for something serious or meaningful, but it’s long enough to make you laugh.

By most accounts, Instagram’s video capabilities outclass Vine. Users can now edit more, filter, and focus. Vine has essentially established itself as the left side of the monkey evolution timeline, but its simplicity can be an asset when it comes to comedy. Straightforward and easily digestible. Instagram comes with the reputation of amateur-artsy, and offering both photos and videos dilutes the available content by comparison.

Despite the relevant statistics that suggest Vine is hemorrhaging activity, the app is in the process of reshaping its identity as a potential hub for social media comedy. Take Sasso, the former MADtv actor, who now boasts more than one million Vine followers thanks to his ridiculous lemon mini-series.

It may not be “The Sopranos,” but Sasso’s lemon videos creatively incorporate jump cuts and close-ups to sell the laughs. He’s gotten a fair amount of publicity from the videos—just ask Gawker, which ran a story with the title: ‘Will Sasso’s Lemon Skits Single Handedly Justify Vine’s Entire Existence.” Judging by the positive feedback, it shouldn’t surprise you that Sasso has 10 times more followers on Vine than he does on Twitter.

D’Elia and Milonakis are two comedian-actors who have followed comedic suit on Vine, earning close to 600,000 followers each. D’Elia and Sasso work together on the “Ten Minute Podcast,” and their commitment to Vine’s video sharing gives a blueprint of how comedy can translate to wacky, yet potent six-second clips.

D’Elia sometimes connects his Vine posts to his stand-up material, like this bit about Drake’s verbal tics. Milonakis has gotten creative on the app with videos like this “documentary” about online poker, which also alludes to Sasso and his lemons. The posts might make you shake your head and mutter, “What the fuck?” but that’s the point.

Vine may not accomplish any sort of global social media takeover that seemed possible a few weeks ago, but it has the ability to endure. Being funny can go a long way when it comes to viral content, something Instagram has yet to figure out. Just ask Will Sasso. When life gives you lemons, don’t make lemonade. Instead, make bizarre comedic videos of yourself regurgitating whole lemons between jump cuts. Or something like that.