Dive Brief: 

• According to head of global brand marketing Linda Boff, General Electric is "dialing down" its Vine efforts in order to put more resources into Snapchat. 
• GE won a Cannes Lion for its #6SecondScience Vines, but now the company feels the platform has shifted into a "frat boy" culture that doesn't align with the brand's image. 
• The brand won't abandon Vine completely, but is dedicating its focus to Snapchat—by allowing Internet Star Jerome Jarre to live manage its account during this year's Grammy's, for example. 

Dive Insight: 

GE is joining the ranks with AT&T, Marriott, and Universal—companies from across the spectrum that have utilized or advertised on Snapchat. The main difference between Vine and Snapchat—besides GE's perceived culture shift— is that Snapchat has found ways to monetize its app, unlike Vine which is still struggling with monetization. If more companies start to feel Vine's social culture isn't "on brand," it could cause more brands to pull away.