The surge in popularity of native videos on Facebook and other services may be sucking creators away from Twitter’s Vine, according to the Wall Street Journal.

Not to mention ad dollars. “Marketers and ad buyers that paid creators to make ‘sponsored’ Vines have soured on the app, which is owned by Twitter, and are directing dollars toward competitors like Snapchat, Facebook and Instagram,” claimed the WSJ.

“Video creators frustrated with Vine have followed the ad money, and some of the top ‘Viners’ rarely post anymore as they focus on their other social media accounts.” The article cites several such Viners, including those who are putting more effort into their Facebook followings now.

In its defence, Twitter says that Vines have an audience of more than 200 million people a month, and 1.5bn ‘loops’ a day. However, video analytics firm Tubular Labs is quoted as saying that the average loops on the top 10 Vine accounts have fallen 29% since May 2015.

“At one point, none of us were on Facebook. We thought it was for like Grandma. Now, the majority of us are moving and making more content on Facebook and Facebook Live,” says one creator. Ouch.

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