How Short-Form Video Is Redefining Digital Engagement

Content may be king, but video content (poker jargon incoming) is a royal flush! And it has undisputedly taken over digital marketing, with short-form videos leading the charge. Let’s look at the stats. ​In the UK, 72% of consumers favour video as their preferred medium for product and service information. Not to mention that videos are shared 1200% more times than links and text combined!

Platforms like TikTok, Instagram Reels, and YouTube Shorts have absolutely revolutionised how brands connect with their audiences. These platforms allow businesses to provide bite-sized, highly engaging content and drive interaction like never before. TikTok currently leads the short-form video market with a 40% share, while YouTube Shorts and Instagram Reels each hold 20%. And since we are on a roll with the numbers, 54% of consumers want to see more video content from brands they support.

To blow your hair back even more, short-form videos are projected to account for 90% of all internet traffic. So join us and let’s learn a bit more about it.

The Rise Of Short-Form Video Content

Short-form videos have become super popular because they get messages across quickly and clearly. I also think we can agree that people have much shorter attention spans and so much content online than a few years ago. Therefore, brands really need to grab the attention of their ideal customer fast and short videos are perfect for that.

Of course, numerous studies show that short videos do get more engagement than any other type of content. People are also much more likely to like, comment, and share videos, making them a must for brands wanting to grow their online presence. But long is too long, and how short is too short? So, a video under 90 seconds generates more than twice the engagement of longer videos. That gives you less than 1 minute and 30 seconds to say what you need to say, and ensure your ideal viewer remembers it.

Why Short-Form Video Works

Short-form videos are super easy to watch, fitting perfectly into our fast-paced lives so people can enjoy them anytime, anywhere. When drinking their morning coffee, waiting in line at the store, or even during their lunch hour at work. And social media platforms LOVE short-form videos, giving them more visibility and organic reach for brands. For example, YouTube’s algorithm suggests short videos to its users, which helps creators boost their chances of earning money. Plus, these videos are versatile and creative; you can use them for tutorials, behind-the-scenes clips, product showcases, or even fun storytelling, making it easy to try out different content ideas.

Why Brands Are Turning To Short-Form Video Content

Boosting Brand Awareness

Short-form videos provide a quick and effective way to introduce your brand to new audiences. That is why more and more companies are using engaging storytelling, humour, and creative visuals to make a lasting impression within a few seconds. For example, beauty brands showcase quick makeup tutorials, while fitness brands share fast-paced workout clips to captivate viewers instantly. According to the professionals, about 39% of marketers have found that videos between 30 to 60 seconds yield the best results, followed by 1 to 2-minute videos at 28%.

Driving Engagement Through Popular Trends

Probably one of the most effective ways to maximise your reach is by using trending sounds, hashtags, and challenges. Brands that jump on viral trends position themselves as relatable and in touch with their audience. This strategy is particularly powerful on TikTok, where trend-driven content can quickly reach millions of viewers.

Increasing Product Sales

Short videos are also highly effective in driving product sales. Features like Instagram’s shoppable posts and TikTok’s in-app shopping tools allow consumers to discover and purchase products right then and there. Brands use quick product demos, testimonials, and influencer partnerships to encourage impulse buying, with 84% noting a direct increase in sales attributed to video marketing efforts. ​Adding a video to a landing page can increase conversions by 80% too. 

Educating Your Audience

Educational content is another highly effective way to engage your users through short-form videos. Quick how-to guides, industry insights, and myth-busting clips keep audiences informed while subtly promoting products or services. An overwhelming 96% of video marketers report that video content has enhanced user understanding of their products or services, and 68% of consumers enjoy educational or how-to videos, highlighting the popularity of informative content. On top of that, 95% of a message is retained when viewed in a video compared to just 10% when reading it in text. 

To Sum It All Up

Short-form videos are changing the game in digital marketing, giving brands a fun and powerful way to connect with their audiences. By jumping on this trend, businesses can boost their visibility, keep up with what’s popular, and build stronger relationships with their customers. 

In a world where everyone’s attention is precious, short videos are the secret to digital success! So, if you need help creating captivating videos for your business, our team of creatives and digital experts are here to help.