The love story between social media star and actor Logan Paul and Vine is over.
Twitter, which owns Vine, announced Thursday that it would discontinue the short-loop video platform.
The 21-year-old star, who, along with his brother and frequent collaborator Jake Paul, built a massive following on Vine, has already moved on.
"Honestly it's sad, but I can't say I didn't see it coming," Paul tells CNBC. "I think it was clear. All the Vine creators, we knew our home, the place we started on was slowly reaching a plateau. I felt like it was sort of inevitable at a certain point."
Over the past few years, Paul garnered some 9.4 million followers on the platform. His viral videos showcased him jumping over moving cars, yelling in book stores, leaping into piles of slush and more.
His Vine popularity spread to other platforms, prompting Paul to drop out of college to pursue a career in entertainment.
But while Vine previously worked for him and other social media stars, it had recently lost traction, according to Paul.
"I don't know what the reasoning was, but in our guts, like again, sadly, something about Vine stopped clicking," he says.
In fact, he had been posting infrequently to Vine over the past year, favoring other platforms like Facebook, Instagram, Twitter, and YouTube.