Leo Burnett once said, “There is no such thing as a permanent advertising success.” Never has this been truer than in this time of technological advancement. Ads become irrelevant much more quickly than they used to, and copywriters are forced to stay on the cutting edge of pop culture and media to reach a less attentive audience.
One of the smartest moves I’ve seen in recent advertising is the introduction of the sponsored Vine. It is also the most difficult for copywriters. You have six seconds to introduce your product, demonstrate it in use, and make it appealing. Six seconds to make an impression before your viewer moves on to the next video.
As challenging as the prospect of a six second ad may be, creating relevant content is only going to become more challenging. It is both a thrilling and terrifying truth. How will copywriters create impressions in the future? It’s hard to say, but I find the prospect of adapting my content and delivery as technology grows and changes inspiring.