Small But Mighty: Why Short-Form Video Outperforms the Rest

The meteoric rise of TikTok and the explosion of YouTube shorts is testament to the popularity of short-form video content.

Short-form video has rapidly overtaken other forms of content to become the most consumed, shared and engaged with content online.

And it's a huge hit with consumers, too. In fact, 63% of consumers said they would most like to learn about a product or service by watching a short video. 

What is short-form video?

Short-form videos are exactly how they sound - a short video, usually around 60-seconds or less, which can be about almost any subject.

Whilst individual content creators are well-known for making short-form videos, increasingly, brands are creating them to deliver their message to viewers in seconds.

In apps such as Instagram and TikTok, viewers don’t even need to press play. Videos stream automatically as they scroll through their feed. And because the algorithm knows exactly the kind of content each user wants to see, viewers are hooked from the very first moment.

Why is short-form video so popular?

Short-form video hits the sweet spot between capturing attention, delivering information and being immediately digestible. With fast-moving visuals and voiceovers, they keep viewers engaged in a way other content doesn't.

Immediate viewer reward

Viewers don’t have to wait for the payoff from short-form video. Whether it’s a funny joke, a useful tip or a must-see new product, short-form video gives viewers an instant dopamine hit, and the effect is amplified by the algorithm serving up tailored content. That gratification keeps viewers watching, scrolling and coming back for more. 

Easy to share in a single click

Short-form video is easily shareable and spreads fast. Videos can be sent to a friend or reposted to followers in a single tap, and every share creates conversation. Audiences can feel part of a trend, a cultural moment, or that they're ahead of the curve when it comes to discovering new brands, products and people. 

Can be viewed anywhere, at any time

In a busy world, short-form videos are that rare kind of content that can be consumed anywhere, any time. All it takes is a phone and an internet connection. That means short-form videos are watched everywhere, from office desks to buses to supermarkets.

Gets straight to the point

There's no time to spare with short-form video, which means they get straight to the point. Whether it's an influencer or brand creating the content, messages are clear, sharp and memorable.

Why use short-form video as a marketing tool?

The same things that make short-form video so popular with audiences are exactly what make it such a powerful tool for brands. Short-form video lets brands communicate with customers instantly and deliver their message with impact.

Cost-effective, easy to replicate

Because brands can create short-form videos with little to no investment in expensive equipment, it's one of the most cost-effective ways to reach an audience. And once you find a format that resonates with your audience, it's easy to replicate. A single video can be cut into smaller bite-size chunks, allowing it to be repurposed and used in different ways, on different platforms.

Customer communications need to be effortless

Today’s consumers need brand communications to be effortless. Short-form video puts your brand identity, product and message in front of your audience, with no action required on their side. If they miss something, a simple swipe takes them back to the start. There's no need to decipher messages or re-read text. Your audience can simply sit and listen, wherever they are.

Diverse uses, from new product features to corporate brand

Short-form video is versatile and can be used to tell almost any part of your brand story. Product features, customer stories, event highlights and company culture can all be captured in less than a minute. Plus, one format can support lots of objectives, from driving sales to building brand reputation.

Works as standalone content

Short-form video stands on its own. Each one can deliver a complete message, so viewers don’t need context to understand it. That makes it ideal for reaching new audiences who are discovering your brand for the first time. It can also be repurposed across different platforms like TikTok, Instagram Reels, YouTube Shorts, LinkedIn and your own website, so every video gives value.