Vine, a video-sharing app launched in 2013, differentiated itself by allowing users to post six second clips of anything. Everything.

At its peak, Vine had over 200 million monthly active users, which undoubtedly solidified itself as one of the most popular social media platforms. That is why it came to a shock to many when Twitter announced that Vine would be discontinued in the coming months.

Users always pushed the boundaries as to what they could fit in a six second clip. People are incredibly creative, to say the least.

However, the popularity of Snapchat’s ephemeral photos and videos, Instagram’s update which allowed users to upload minute-long videos and Youtube made it very difficult for Vine to stand out in the myriad of video sharing platforms.

Not to mention the rising popularity of live sharing video such as Facebook Live and Periscope.

The lack of targeted placement for ads compared to Facebook, Instagram and Youtube was also a major factor when brands decided where to allocate their advertising budget.

But for savvy marketers who have learned to not put all of their eggs in one basket, this isn’t the end of the world. Diversification as to where brands put their content is important because the digital landscape is constantly shifting.

Furthermore, the best marketers know that building loyalty amongst their target audience is something that cannot be taken away. Delivering the best quality and service is what makes brands thrive.

Building followings on multiple social media accounts, creating consistent, quality content on a brands website and blog and providing exceptional customer service helps to retain customer loyalty and foster growth.

Yes, clever tweets, viral videos and well thought out campaigns surely help to surged sales and grow a business, but it’s also important to not forget the business fundamentals.

And that’s something that will never be discontinued.