Twitter launched Vine recently and it appears the video sharing service that lets you post clips up to six seconds long is already a hit with users.
Vine is a completely public and compelling medium that gives you a brief window into what people all over the world are seeing, or the kinds of things they're thinking about. You can share the brief videos on Twitter and Facebook.
Just like Facebook's Instagram turns regular people into creative photographers, Vine encourages anyone with an iPhone or iPod touch to make video montages. And unlike other platforms where it might take minutes or more to get your video fix, Vine makes it simple and fast to create and consume it -- perfect in a world where our digital attention span continues to shrink.
It takes a bit of ingenuity to create a good vine, and that's what Twitter intended, saying last week that "constraint inspires creativity."
Take Twitter co-founder Jack Dorsey, for example.
He recently posted a clip of a movie in which Owen Wilson is asked "You box?" to which he replies "No. I mean, not really. No." It's food for thought about what message, if any, the billionaire intended.
Search for the term "vine" at Twitter and you'll see them pop up in your feed or go to the website Vinepeek , which offers a real-time stream of vines from all over the world, and you'll see everything from random scenes at work, a display of what books are on someone's nightstand, a street protest, and other random stuff.
People are filming cats and dogs, not to mention seeming magic tricks and disappearing food thanks to vine's start/stop recording feature that lets you create montages. And here's one getting some traction: Godzilla battles Mr. Hand.
Brands are also getting in on the action and using the platform to engage with their audiences.
The proof of the popularity is in the numbers. The Apple App Store has named it an Editor's Choice download.