Today’s culture is remarkable (and sometimes unbelievable) when it comes to what constitutes as news. Yes, there are plenty of stories about the weather, presidential elections, and ongoing wars. But we also report on where famous celebrities eat lunch, cute cat videos, and farts that cause fires.

Basically anything that provides humor and entertainment — even for just a few seconds — fits right into society’s obsession with funny videos and memes.

Enter: Vine

Vine was originally created as a way to capture and share moments in a shorter format than a typical YouTube video. However, the six-second looping clips became so much more than creators ever imagined.

The app became a launchpad for countless memes and was where many famous social media stars, like Logan Paul and Amanda Cerny, got their start.

Users loved the ability to tell their unique stories in such short snippets, and Vine became a popular way for people to express their creativity. Even big brands were taking advantage of the creative platform.

From The Home Depot to Coca-Cola, brands seemed to love incorporating Vines into their marketing campaigns. Some brands even hired Vine stars to work with them on their strategy.

Individual users became progressively more creative with their Vines over time. By 2014, users had far surpassed simply capturing short, simple moments in time. Designers, animators, and artists — both professional and amateur — were making extremely intricate and stunning six-second videos.

Unfortunately, nothing loops forever

While Vine undoubtedly had a loyal user base, it did not continue to grow in the same ways that other apps like Snapchat have. But it was a uniquely popular app in its day.

As The Verge points out,

[Vine] grew increasingly self-referential over time, so that a single 6-second clip might reference a dozen previous hit Vines.

So, why did Vine peter out?

Despite its initial success, it seems that Vine’s popularity started declining – especially among its higher-profile users. There are a few theories about it (keep reading), but it was likely a culmination of factors that caused Vine stars and brands to leave the app.

The most-viewed Vines are hailed for their extraordinary creativity. So it could have been those high expectations that made less artistically-inclined users shy away. Anyone can snap a quick video, but the really, really good Vines take a fair amount of time and creativity to make. Most casual social media users (and brands) don’t want to put that much effort into a single post.

On top of this, other social networks were incorporating video features as well, which made it even more difficult for Vine to stand out. Periscope took center stage long ago as a prominent livestreaming platform, and now Twitter and Facebook offer similar features. Snapchat came into play in 2011, and has remained a strong competitor ever since. And Instagram recently added Stories (a 15-second video clip tool). All of this made for a whole lot of competition in the social media video arena.

According to a former Vine executive,

Vine didn’t move fast enough to differentiate.

In fact, Adweek reported on the decline of Vine back in 2015. Brands started using it less and less, and Twitter never made sustainable efforts to expand and advertise the app.

Additionally, it didn’t help that Vine wasn’t stable at the managerial level, either. Throughout 2014, executives left for other opportunities, and Twitter has laid off several others over the past two years. Ankur Thakkar, Vine’s head of editorial until May of 2016, affirmed that,

[A] couple of things plagued Vine, and it all stems from the same thing, which is a lack of unity and leadership on a vision.

Unable to reanimate Vine’s popularity, and despite its small, but dedicated, user base, Twitter made the call to shut it down. They did make it clear, however, that they will only be discontinuing the app. Their website, where all the beloved Vines are stored, will remain accessible (at least until further notice).

Twitter respectfully promised to announce in advance when any changes to the app and website will be made — which seems like a good move on their part, as many Vine users and spectators were heartbroken at the news of the app’s removal.

The #RIPVine hashtag overtook Twitter (and other social platforms), with users sharing their all-time favorite Vines as a tribute to the app. Vine stars were sure to share how they felt about the news, too.

The light at the end of the loop

However, this may not be the end of Vine after all. Just a couple of weeks after announcing their plans to remove the app, a rumor began to spread that Twitter may sell the app rather than discontinue it completely. Could this change of heart be due to the overwhelming response of the #RIPVine trend? Unfortunately we can’t confirm anything just yet, as Twitter declined to comment on the rumors.

Regardless of what Twitter’s official plans may be for the app, there’s no denying that (possibly) saying goodbye to Vine is breaking our social media-obsessed hearts.