tell stories 6 seconds / storytelling

Tell a story 6 seconds

When I started working in advertising, the usual format of advertisement was 30 seconds (30”). Of course, tell a story in half a minute was not an easy task, because normally the unfortunate event that the client wanted to explain more of an idea was.

The time is gold

The format of 30 "had been imported from the Anglo-Saxon countries, which it remains the standard, But Spain is different very quickly reduced 20 format was imposed "and a little later, with the advent of private TV, the 10 ".

If it is difficult to tell a story 30, Imagine in 10 ". Creative advertising had to squeeze the maximum transmitting neurons to get some idea at the time. But as contradictory as it seems, That was the only way to convince customers 1 ad = 1 idea.

Even more difficult, 6 seconds

Many moons later, and in 2012, in the digital age, arose Vine, an app designed to publish videos only 6 ". it seemed impossible, But I came which was acquired by Twitter- It was a challenge that many creators accepted: They emerged the Viners, counters short stories that became protagonists storytelling one formato corto.

Artists in 6 ", the Viners

Although I have been an observer in this network creator, the truth is that I take my hat with creators Andrea Compton, Herrejón, Antón Lofer, Jorge Cremades and a small army of artists able to tell a lot with little.

Vine closes its doors

Twitter has taken the decision this week Close Vine, which has been overtaken by new video features Instagram and Snapchat. The truth is that many Viners knew long ago that this would happen and migrated to other platforms. The platform promises to keep the app, but they can no longer upload videos. shame. It is certainly not always a good idea is a cost effective idea. Long live Vine, yes, micro-storytelling.

Vine image by

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis Human Results and Quifer Consultores.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs at IESE and ISDI, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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