With a rise in mobile devices and social media platforms, the way people are consuming information is drastically changing. Today's audiences want concise, highly digestible entertainment, and short-form content is at the forefront.
What is Short Form Content?
Short-form content refers to videos or posts - usually under 60-180 seconds - that are designed for quick consumption, high engagement, and easy sharing.
Common short-form content platforms like TikTok, Instagram Reels, and YouTube Shorts have all capitalized on the demand for short, engaging entertainment. Whether it's a TikTok that jumps on a trending sound or viral dance challenge, an Instagram Reel featuring a new product, or a YouTube Short of sports highlights, each platform fosters building brand awareness within a few seconds, making short-form the standard for brands and creators to reach their audiences.
What's Driving the Trend?
Consumer Attention Spans Are Shrinking:
In a busy world, modern consumers don’t have the time or the patience to invest in long videos or wordy articles. With attention spans dwindling, audiences want quick storytelling, so they can instantly absorb all the valuable information and humorous entertainment they need with minimal time commitment.
Mobile-First Consumption:
Throughout the day, most people are constantly browsing their phones in between their busy schedules. Short-form content is super convenient for those in-between moments, and with mobile-friendly apps like TikTok and Instagram, it's never been easier to scroll through entertaining videos while on-the-go, taking lunch breaks, or waiting in long lines.
The Rise in Social Media Platforms & Their Algorithms:
Social media platforms like
- TikTok
- Instagram Reels
- YouTube Shorts
- X (formerly known as Twitter)
- Snapchat Spotlight
- Pinterest Idea Pins
prioritize videos with high completion and engagement rates, so they can reach large audiences fast and easy. Their advanced algorithms are constantly serving content that is uniquely tailored to user interests. This personalized experience forms deeper connections and increases engagement. For brands and creators, this means you can reach your target audience where they spend most of their time, with the right message, faster than ever.
Virality & Engagement:
Short-form content is made to capture attention immediately, and social media apps are designed for easy engagement - likes, comments, clicks, and sharing - making it easier for audiences to remember and more likely to go viral.
- Short-form videos receive 2.5 times more engagement than long-form videos
- 73% of consumers prefer short-form videos to learn about products or services
- 47% of markers say short-form videos are more likely to go viral
- Videos under 90 seconds have 50% viewer retention rate
- 93% of marketers claim that videos are critical to a solid marketing plan
Dopamine-Driven Cycle:
Fast, entertaining videos tap into brain reward cycles - similarly to the feedback loop in gambling - the excitement of wanting to know what's next keeps users doom scrolling for long periods of time.
The rise in short-form content is a cultural shift driven by the evolution of technology, media platforms, and consumer behavior. The continued dominance of short-form content platforms like TikTok, Instagram Reels, and YouTube Shorts highlights the importance of adapting to the fast-paced digital environment. Brands, creators, and platforms that shift toward short-form content will thrive in today's digital world. Contact us at Awarity for more information on how you can get started with Instagram and Facebook campaigns.
Sources: forbes, yagura, firework, digital brew, ui42
