Mary Goodhart

But still, like, let's not negate the fact that you're quite successful because of this platform. We didn't say that in the room. Obviously, we didn't want to come across as combative. But we gave them a lot of opportunity to voice all of their distress. And we told them that we understood and that, you know, we are not the people responsible for that distress.

But still, like, let's not negate the fact that you're quite successful because of this platform. We didn't say that in the room. Obviously, we didn't want to come across as combative. But we gave them a lot of opportunity to voice all of their distress. And we told them that we understood and that, you know, we are not the people responsible for that distress.

We are the new people and we're really excited to create new things with them.

We are the new people and we're really excited to create new things with them.

And then the tone changed and it started to get kind of aggressive and ugly in the room. And there was some talk about how they all knew that if they ganged up and all decided to stop posting on Vine, like immediately that the whole app would cease to exist.

And then the tone changed and it started to get kind of aggressive and ugly in the room. And there was some talk about how they all knew that if they ganged up and all decided to stop posting on Vine, like immediately that the whole app would cease to exist.

They knew that basically they wielded all of the power and all of the eyeballs and all of the audience and that they could redirect that audience to Instagram and put us out of business quickly. And Marcus is quite smart. You know, he was definitely in over his head. He cited a couple of things.

They knew that basically they wielded all of the power and all of the eyeballs and all of the audience and that they could redirect that audience to Instagram and put us out of business quickly. And Marcus is quite smart. You know, he was definitely in over his head. He cited a couple of things.

He had Googled sort of like Twitter's revenue and he was throwing around statistics talking about how essentially we could afford to pay them directly online.

He had Googled sort of like Twitter's revenue and he was throwing around statistics talking about how essentially we could afford to pay them directly online.

You know, so it's not ideal when you're in this new job and you've just had this party that you thought was a success the night before and you're excited. And like we were planning all these trips and all of these fun things to do because my mandate was from Twitter. Here's a pretty large budget.

You know, so it's not ideal when you're in this new job and you've just had this party that you thought was a success the night before and you're excited. And like we were planning all these trips and all of these fun things to do because my mandate was from Twitter. Here's a pretty large budget.

You can plan whatever you want to do with that budget to engage creators and make them post more vines because that was really the remit, right? It was like, let's get viners to make more vines. Instead, what was happening right then was a lot of the Viners were just posting Vines that said, follow me on Instagram. All my videos are now going to be on Instagram.

You can plan whatever you want to do with that budget to engage creators and make them post more vines because that was really the remit, right? It was like, let's get viners to make more vines. Instead, what was happening right then was a lot of the Viners were just posting Vines that said, follow me on Instagram. All my videos are now going to be on Instagram.

They were just redirecting to Instagram because they were seeing so much growth with Instagram and they were seeing a decline in their numbers on Vine. And if they weren't getting the numbers that they wanted to on Vine, then they couldn't command the same brand partnership prices. So I get it. It was all a fallout from a need to continue to command high brand deals.

They were just redirecting to Instagram because they were seeing so much growth with Instagram and they were seeing a decline in their numbers on Vine. And if they weren't getting the numbers that they wanted to on Vine, then they couldn't command the same brand partnership prices. So I get it. It was all a fallout from a need to continue to command high brand deals.

But my job was to try and get them to make vines on Vine and not vines or videos that they were then going to share on every other platform, but make a vine using the Vine editing tools.

But my job was to try and get them to make vines on Vine and not vines or videos that they were then going to share on every other platform, but make a vine using the Vine editing tools.

One of the things they really pointed to was the current YouTube marketing campaign that was out in the world. YouTube had picked like maybe eight of their biggest YouTube stars and they had subway wraps in New York with the creator's faces on them. They had huge billboards in Times Square and they wanted that kind of marketing push behind them and their creator personalities.

One of the things they really pointed to was the current YouTube marketing campaign that was out in the world. YouTube had picked like maybe eight of their biggest YouTube stars and they had subway wraps in New York with the creator's faces on them. They had huge billboards in Times Square and they wanted that kind of marketing push behind them and their creator personalities.