The Rise of Short-Form Video Marketing: How Brands Are Winning with Bite-Sized Content

Video marketing. Short videos. Instagram Reels. Youtube Shorts. Every social platform applied short-form videos in one way or another. What is the reason behind the shift towards shorter videos instead of longer ones or content delivered through text or images that happened over the past couple of years?

Attention spans are shrinking. People want quick, engaging content that gets straight to the point. That is why marketing agencies like Multiplayer and gamified.marketing are are trying to offer a variety of solutions to increase brand awareness. Short videos are perfect for this—they deliver entertainment or information in seconds, making them ideal for busy, on-the-go viewers. Platforms like Instagram and YouTube recognized this trend and adapted, prioritizing bite-sized content that keeps users scrolling. Short-form videos also encourage creativity, with creators finding innovative ways to grab attention and tell a story in under a minute.

What Are Short-Form Videos And Why They Are Such A Trend?

Short-form videos are the videos that last between 15 to 60 seconds and there is no person on the planet that has never seen or has never encountered them. Such platforms as Instagram, Tiktok and Youtube opened a world of content that can deliver a to-the-point message in a short amount of time and this is why people choose them for entertainment, learning, and marketing. Moreover, people’s attention span dropped from 12 seconds in 2000 to just 8 seconds in 2023 which just encourages people to consume more short-form content. However, social platforms are not the ones to blame for decreased attention span. It seems that a person’s psychology works in the way that keeps the memories of not finished tasks or things better than of those that were accomplished. That is why psychologically we are predisposed to want to consume more and more content in the form of short videos.

Short-form videos, once just a source of entertainment, have become a powerful tool for businesses. Statistics reveal that 44% of people prefer learning about products through short videos over other types of content.

Even more compelling, 96% of viewers say they’d rather watch a short video than read about a topic. These videos not only grab attention instantly but also present information in a way that sticks. Remarkably, about a third of them are watched nearly to the end, proving their ability to keep viewers engaged in a matter of seconds.  Their popularity isn’t just about their length. Short videos are incredibly easy to share, making them spread like wildfire. Unlike longer formats that demand more time, short videos fit seamlessly into busy schedules. Whether during a coffee break or a quick lunch scroll, users can watch multiple videos in just a few minutes. This makes them a natural fit for platforms like Instagram and Twitter. For instance, Instagram videos around 26 seconds long get the most comments, and tweets with videos generate ten times more interactions than those without. Brands and content creators now explore innovative methods to use platforms like Instagram and YouTube not only for short engaging clips but for comprehensive marketing strategies. With tools like easy-upload features where artists can upload new music videos that target younger audiences, embracing the trend can substantially extend their reach. Various online portals facilitate music video distribution alongside other creative content, resonating with businesses aiming to diversify promotional channels.

These trends highlight how short-form videos not only catch attention but also spark sharing and conversations. 

For businesses, short-form videos are an effective means to expand the audience. HubSpot’s research report of August 2024 identified short videos as the most preferable and impactful content type for social media. 26 percent of the marketers that use this format are intending to invest even more in it.

This is because short videos provide high outcomes while the cost of creating them is low. Short videos do not take much time and money to develop, unlike more elaborate content, such as articles or blog posts. This makes them perfect for smaller businesses as well as startups since they can create an impression without having to spend huge budgets.

Short videos have benefited from various social media platforms in various aspects of growth. For example, a social network which recently took over the world, TikTok, has attracted more than 1.53 billion users in seven years and became very popular among people posting short videos.

Currently, the average adult user in the United States spends more than 50 minutes daily on TikTok, and that time is likely to increase. Instagram also became a popular platform for growing with short-form content, specifically Reels and Stories. YouTube, previously known for being a service for posting longer and more detailed/informative videos, has added Shorts to attract people who like quick, entertaining content. YouTube is also very important for people who prefer learning about products from videos rather than from text-based content. Seventy-four percent of users on the platform say they are more likely to buy something after watching a video about it, making it an essential tool for businesses.

Short-form videos don’t just catch attention—they also help businesses connect with viewers and encourage them to act. Research has found that short videos receive more likes, comments, and shares than long videos. These videos attract 2.5 times more interaction on average than other videos making them one of the most effective ways for businesses to engage with people online. Videos that show positive emotions or friendly interactions get even more responses, and if the main information is conveyed in the first three seconds, it is much easier to retain viewers’ attention.

Short-form videos stand out because they are flexible, in other words they can be adapted to different marketing purposes. For example, they can be used to demonstrate new products, behind-the-scenes type of content or share customer stories. This format also works perfectly for quick tutorials, entertaining clips, or creative ideas and allows businesses to connect with audiences in a variety of ways. 

What makes them even better is how well they cater to mobile users, who dominate social media today. Designed to fit seamlessly on smartphone screens, these videos are easy to watch, share, and enjoy anytime, whether during a quick break or while on the go.

Short videos have a unique way of helping businesses stand out and drive action. Social media platforms love engaging content, and short videos perform exceptionally well, because they have the ability to catch attention and appear in people’s feeds. It is especially beneficial for small or middle-size businesses that don’t have large marketing budgets, because they have potential to become viral and reach larger audiences. This is especially important for businesses that are trying to grow their presence on platforms like TikTok, Instagram, and YouTube.

While many trends that we see online turn out to be hype or just a temporary trend, it seems that it’s not the case for short-form videos. They provide both consumers and businesses with what they need, adapt to the needs of viewers, they are also flexible in terms of the content and marketing aims. Therefore, there is no doubt that short-form videos will stay with us for a long time and will keep grabbing our attention and take a significant amount of our time on a daily basis, because it turns out that we love watching them.

What Are The Best Practices Of Making Short-Form Videos?

2024 is not the first year when video became one of the most important tools in marketing. They have been dominating the sphere for many years, however, short formats of the videos have recently taken over marketing and proved to be very effective. Since social networks such as Instagram and Tiktok started growing at an unprecedented pace, so did the popularity of short videos and demand for them among the users. As it was already mentioned before, 96% of users understand the message when it comes from video content compared to only 10% when in text format. Combined with the significantly decreased attention spans, short form videos are the ones to save the day for both viewers and businesses. While videos became an essential tool for modern marketing campaigns, they should be used with a particular precision, because not any video can do the trick and convey a message correctly. It is important to understand the latest trends, create an effective strategy, align the content with the campaign’s goals and take many other aspects into account such as target audience, desired results, etc.

Moreover, short-form videos have a potential to become trending and as a result appear in the feeds of millions of people thus reaching new customers. Therefore, it is not a surprise that in 2024 9 out of 10 marketers use videos as one of the tools to reach customers. In addition, there are no signs that the popularity of this type of video will slow down in the near future. The current state is opposite to slowing down with marketers increasing their investments and 81% of consumers expect to see more short videos in the upcoming year. The use of such videos is also rewarded in a form of higher ROI (return on investment) compared to other marketing formats.

Short videos are influential as they provide to-the-point information on what the audience with a short attention span wants to know. For example, short-form videos are great for retaining viewer attention, with 60% being watched from 41% to 80% of their full length, thus making it critically important for marketers to create highly interesting and well-targeted less than two-minute videos. As for the amount of time spent watching videos, it slightly reduced in 2023 and comprised 17 hours a week compared to 19 hours a week in 2022, which is still an indicator of a high level of interest in video content. That said, this decline does not mean the end of video. It rather means that viewers are more deliberate regarding which content type to watch.

Besides, the very behavior of consuming video content changes. Mobile devices are the most popular devices for watching videos. According to the research, 69% of US consumers prefer watching videos using their smartphones. This is an important aspect for marketers who must make sure that their video is easily shared on mobile devices. Audiences are now going to TikTok, Instagram Reels, and YouTube Shorts to search for something that is engaging, helpful, or convincing. These platforms pioneered the short-form video content providing the viewers a setting where they can spend hours of their time scrolling through a never ending stream of short videos.

The Psychological Appeal of Short-Form Videos

Apart from short attention span, there is another reason why short-form videos work so well and that lies in psychology. Psychologists have found that people are able to remember the tasks or events that were left halfway better than the ones that were fully completed. The reason users feel the need to watch videos by the same creator or brand is explained by this concept called the Zeigarnik Effect. Every short video, even though it delivers the main message, presents only a piece of the puzzle in a brand’s story, thus, making the viewers compelled to watch more and more videos. It makes people spend more time on the platform which in return increases the probability of a conversion.

Moreover, short-form videos represent a great chance for marketers to tap into the psychological inclination towards simple, easily manageable content. Since we are always bombarded with information, advertisements and articles, the use of short videos gives people a break and a possibility to relax while watching content. They allow users to both receive the desired information and not spend too much time on it. This is why platforms like TikTok and Instagram Reels have become so popular — they provide us with exactly what we want – a stream of short, entertaining clips that keep us coming back for more.

The Integration of Artificial Intelligence in Short-Form Video Marketing

With the transition from other forms of content to creating mostly video content for marketing purposes, artificial intelligence (AI) has made an entry as a critical tool for short-form videos. AI tools also help marketers to scan large amounts of data and make some predictions, as well as to assist in creation of content. Through the application of AI, marketers can obtain better data on the likes and dislikes of the audience and consequently sort the audience and generate content which is suitable for the different groups. AI-powered tools can also ease a video creating and editing process, which in turn can result in higher quality content produced in larger quantities over a shorter period of time.

It has also been found that the use of recommendations based on an artificial intelligence algorithm on TikTok, Instagram, and similar platforms brought engagement rates up by 35% and completion rates up by 25%. Analyzing these results enables us to outline the importance of AI in defining the performance of short-form video content. It also means that AI can assist marketers in generating ideas for content and determining which topics are most popular and which videos are most likely to be popular. AI tools can enhance the scheduling of the posts, suggest the best hashtags to use, as well as find out the keywords that will help videos gain more views.

User-Generated Content (UGC): The Power of Authenticity

Another dominant force of social media video marketing is user-generated content.  While influencer content refers to content that is promoted by people who get paid to do it, UGC is produced by the actual clients and the fans of a specific brand. This kind of approach is very engaging to people, especially those who got tired of polished, commercial-like messages coming from celebrities claiming that they enjoy using a particular product. UGC is completely opposite to influencer-produced content as it is more realistic and authentic and becomes a strong driver to achieve trust and credibility for the brands.

The research shows the increasing role of UGC in customers’ buying decisions. A survey by EnTribe reveals that 86% of the participants noted that they are more likely to trust a brand that posts UGC.

Additionally to that, 81% of the respondents claimed that they were either not influenced at all or were influenced negatively by a brand that uses influencers. Also, 83% of participants stated that they would be more likely to buy from a brand that used more UGC in their advertising. This aligns with the growing trend where the customer wants to be made to feel that the product is being real and that they can relate to it.

From a psychological perspective, people have the tendency of wanting to see others in content. There is nothing like real people doing real things that can drive more engagement than polished and overly promotional content. This is why UGC has such a powerful effect on consumer behaviour. It appeals to one of the most basic human needs, social attachment, and thus becomes a very powerful marketing tool.

Influencer Marketing and Short-Form Video

Despite the popularity of UGC in marketing and declining trust in influencer-promoted products, influencer videos remain relevant and popular in short-form video marketing. Even though some claim that influencers are losing their marketing power and their content is not as trustworthy as before, still about 70% of consumers in the United States follow them. Influencer marketing is quite efficient for such platforms as TikTok as they allow only short-form content. A study reveals that 51 percent of the respondents state that they bought a product immediately after watching it for the first time on TikTok.

Moreover, after switching to micro- and nano-influencers, the marketers can create more trustworthy videos and make them look like an honest recommendation from a friend.

TikTok also comes out as the top choice for impulse purchases and consumers identify it as the influencer they trust most when making impulse buys. This serves to demonstrate how much reach short-form influencer content can achieve when its primary purpose is to persuade potential customers. Indeed, the results that businesses achieve from short-form videos within influencer marketing are positive – 88% believe that it works, and 55% intend to boost their investment in short-form videos within the next year.

Best Practices for Creating Effective Short-Form Videos

From all the facts above, it may look like posting any short-form video is a step that guarantees the visibility and popularity of a brand. However, there are several rules that need to be followed in order to create the most effective content in a very competitive environment.

• Firstly, it is necessary to focus on short-form video trends and popular topics. Content that aligns with what is currently relevant has a much higher chance of gaining visibility and reaching a wider audience. At the same time, it is crucial to understand the preferences and behavior of the target audience. If the content is adapted to their interests and habits, it can resonate with customers, thus, increasing the effectiveness of marketing campaigns. Additionally, the quality of production should never be overlooked, as viewers are more likely to engage with high-quality looking videos. Lastly, consistency plays a significant role. It is also necessary to regularly produce engaging content which helps maintain audience interest and build long-term loyalty, which is essential for standing out in such a crowded space.
• Another great technique is to begin a video with a good hook. Considering that many users spend a few seconds scrolling through their social media accounts, online advertisements should attract attention right away. The first ten to fifteen seconds, or if it’s a YouTube video, the thumbnail and title need to grab the viewer’s attention using flashy graphics, humor or a good punchline and the same applies to ending the video. Viewership studies have shown that if the viewer is not inclined to continue watching within the first ten seconds of the video, then the video will be skipped.
• Consistency is also critical. We must continuously post so that a brand’s content remains present on social media and offers enough content for the right content to be promoted to the right audience. Crossposting videos on different platforms, including Instagram, TikTok, and YouTube Shorts, may get a brand a pool of new followers coming from different social media networks.
• Finally, content should be created in a way so that it engages a targeted audience. When different types of videos are created they should reflect the brand and give the audience what they want, whether it is how-to, behind the scenes, or customer review videos.

Short videos remain a popular trend in social media marketing, and businesses have to pay attention to this trend to succeed. For those brands that are seeking to attract the attention of a wider audience and keep them engaged, it will be critical to understand the best practices of short-form video creation. Marketers need to take into account what AI means for the future of content, learn how to harness the potential of user-generated content, and incorporate the use of influencers into their marketing strategy. By applying these best practices marketers will be able to produce the short-form videos that interest people and deliver expected outcomes.

How Short Videos Can Be Used For Marketing Campaigns?

The use of short form videos is an effective and relevant resource which can be implemented in order to increase users’ interest and reach a wider audience. They can be applied for a variety of purposes such as tutorials, demonstration of products, storytelling, call for action, teasers, backstage videos and many more. When choosing the right format for a marketing campaign purposes, it can increase conversions, establish better connections with customers, and provide overall better results.

Such brands as Duolingo, Gymshark, Figma, GoPro, Coca Cola, Peloton and Apolla have all set the standard for how short-form videos can create engagement with audiences. These brands show that in today’s world just a simple video advertising is not enough. Instead, relying on the power of short-form videos, using creativity and creating the videos which resonate with customers is the new approach that shows to be much more efficient.

DuoLingo

Duolingo chose quite a creative approach to social media engagement especially with TikTok and other platforms by using the power of short-form videos. Even though it is an educational app, instead of typical language lessons, they chose adding humor and playful tone to their videos with their mascot, owl, being the central figure of videos. Due to adopting a strategy that is more entertainment-based, rather than product-selling as its primary focus, Duolingo has made content that initially entertains the audience and then reminds them of the brand’s message. To ensure that they remain popular and that their content is shared, they have included trending music and pop culture references in their videos to keep content relevant and more shareable. Such an approach seamlessly delivers the message to viewers, increases the level of engagement and demonstrates that education doesn’t have to be boring.

Gymshark

In the same way, Gymshark has taken over the fitness industry with the help of short-form video content. With a following of 5.4 million on TikTok, 7 million on Instagram, and 608,000 subscribers on YouTube, Gymshark knows how to connect with its diverse audience. Their videos use hooks that are meant to create curiosity among viewers, making them want to watch a video to the end. Different types of short-form videos such as people’s reactions, motivational clips, and funny videos help the channel avoid monotony and make it interesting for both the experienced athletes and the newcomers. Thus, the combination of inspiration, humor, and wholesome content, allows Gymshark to keep the current audience entertained as well as attract new viewers and followers. The winning strategy of Gmshart is that they underline that fitness is not only physical effort, but also a community of like-minded people.

Figma

Another popular brand that is relying on the short-form videos marketing approach Figma, has been less promotional with its video content and more informative.

Even though the number of followers is a bit less than as of above mentioned brands, Figma’s approach still succeeded to reach impressive results. They have a well-targeted audience composed mostly of designers following them on various social network platforms: 14,5K on TikTok, 700K on Instagram, and 499K on YouTube. Figma does not use long videos to explain its products, but it uses visual aids to deliver its messages in short videos that are easy to understand. Through the use of examples, Figma demonstrates to its audience how its platform can be useful to them in terms of simplifying their work. The videos are well made and follow Figma’s aesthetic and style, thus reinforcing its image as a creative tool. This simple but not boring approach proves that short-form video can be informative and at the same time visually appealing.

GoPRO

GoPro is a great example of a brand that thrives on the adrenaline and energy associated with its content. The company excels at leveraging user-generated short videos to market its products effectively. By producing engaging and exciting content, GoPro appeals to photographers, outdoor enthusiasts, and sports lovers, showcasing the possibilities its gadgets offer. A standout example is the Million Dollar Challenge for the Hero7 Black camera series, where users submitted their videos for a chance to win one million dollars.

This campaign attracted 25,000 entries from 56 creators across 22 countries and garnered over three million views. By promoting user-generated short-form content, GoPro not only builds trust and strengthens brand loyalty but also highlights the true essence of their products. Their videos don’t just capture stunning scenes—they embody the brand’s core values of travel, freedom, and creativity.

Coca-Cola

The Coca-Cola company, which is the leading soft drink brand in the world, also relies on the power of short-form videos adding an emotional aspect to them. The advertising content of the brand depends on enhancing the little pleasures of life, as was apparent in the campaigns. The Share a Coke is one of the most memorable and long running campaigns the company has ever created, which was to inspire people to share Coke with their close ones. This approach was very powerful and had thousands of people share their videos and posts on social networks . Coca-Cola also collaborates with well-known celebrities to amplify its reach and tailor its messaging to specific regions. For instance, in India, they partnered with popular figures like Diljit Dosanjh and cricket stars MS Dhoni and Rohit Sharma. These collaborations ‘killed two birds with one stone’: established the local presence while maintaining the global perspective of a brand. Coca-Cola clearly demonstrated that applying short videos in a variety of forms such as UGC, influencer campaigns and emotional appeal to customers can make marketing campaigns more successful and steal the spotlight.

Peloton

Peloton, a leader in the fitness equipment market, uses short-form videos to motivate and educate its audience. Their content includes curated workout videos that cover everything from strength training to meditation taught by professionals. They applied an interesting approach to their videos, namely, they incorporated gamification elements which encouraged the target audience to participate. Challenges and rewards are central to their strategy, motivating users to stay consistent in their fitness journey. Over four years, this approach has resulted in a 2.65x increase in subscriber engagement.

Peloton’s success lies in its ability to seamlessly integrate its video content with its products, making the workout experience interactive and rewarding.

Key Takeaways

Short-form video is a versatile tool that can be used for a variety of goals, from building brand awareness and engaging audiences to driving conversions. The success of these brands underscores several key principles:

Entertain First, Sell Later: Whether it is Duolingo entertaining the audience or Gymshark inspiring them, focusing on entertainment helps to build a better connection.

Leverage Trends and User-Generated Content: Similarly, GoPro and Apolla have managed to follow the trend and use the content created by their users, which helps with the connection.

Focus on Emotional Storytelling: Coca-Cola’s campaigns show that, if you can reach the heart, your brand will be unforgettable.

Provide Immediate Value: Peloton and Figma show how it is possible to present valuable and useful information in an entertaining manner.

Seamless Integration: The video shopping integration that Apolla has is a good example of how it is more beneficial to minimize the steps between a customer and a product.

Thus, the described approaches help to use short-form videos as the means of engaging audiences, developing the brand’s presence in the digital space, and obtaining measurable outcomes. Whichever purpose an individual, brand or organization is seeking to achieve entertainment, education or even inspiration short form video is an avenue that holds infinite potential.