Any social media marketer will remember the rise of Vine and the controversy surrounding the six-second video. Marketing executives everywhere said, "But how can we sell our products in six seconds?!" missing the point of the platform entirely. While it wasn't a perfect fit for most brands, there is one major breakthrough that Vine made in social media marketing.
More than anything, Vine brought one single concept to the forefront of digital marketing: attention-based marketing. Dubbed 'the Vine effect', marketers grappled with the fact that the currency that they were dealing in had shifted from money to attention, seemingly overnight. Their new audience wouldn't sit through their 30-second commercial, let alone their 15-second YouTube pre-roll. Marketers were forced to tell their story in six seconds. Content creators were challenged with the prospect of removing all the fluff from their video and distil the message into short form. A new form of video emerged and captured our fleeting attention, the foundations of which we are still seeing in video marketing today.
But by making us comfortable with short-form video, Vine's true legacy is this: they paved the way for Snapchat's success.
I, for one, welcome our new 10-second, disappearing, filter-friendly video overlords.