Twitter have announced that they will kill off Vine, the video app known for its six-second long looping videos and the creation of a whole new form of memes. The Verge reports that the mobile app will be discontinued “in coming months,” and that significant layoffs have hit Vine starting today. Twitter has so far declined to specify how many jobs are being lost or whether any employees are being offered new positions.

The company has made assurances that no posted Vines will be deleted, at least for now. “We value you, your Vines, and are going to do this the right way,” the company said in a statement. “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.”

Twitter purchased Vine in late 2012 before it had even launched and it would go onto become a popular format for sharing comedy, sports highlights, and other types of viral videos. A few popular recording artists actually got their big break thanks to their presence on Vine, most notably Shawn Mendes. Unfortunately for Twitter, Vine never really took off the way the company had hoped and its growth was hurt dramatically after Instagram launched video in 2013.

Meanwhile, Twitter continues to struggle to find a buyer and just today said it would lay off 9 percent of its workforce, or about 350 people, in an effort to reach profitability in 2017.

(Source: The Verge)