Aphorisms are short sayings intended to imbue deeper meaning through it's interpretation, designed to be easily memorizable and easily shared. In a way, they're the 1700s equivalent of some of the more slightly thoughtful forms of modern Internet picture captions. I guess this metaphor also makes Benjamin Franklin, a guy who really really liked aphorisms (and espousing their supposed moral truths, especially to French prostitutes, usually during coitus) the 1700s equivalent of your typical Reddit user.