Today, consumer attention spans are shorter than ever. According to recent research, the average person can only focus on digital content for 8.25 seconds. Perhaps that’s because social media platforms force fast-paced content consumption and encourage endless scrolling.

But regardless of why attention spans are so short, you’ve only got several seconds to captivate a user. Whether it’s an ad or a native social media post, clips under 60 seconds typically get more engagement than longer videos, especially on platforms like Instagram and TikTok. And that’s exactly why brands are prioritizing short-form video content.

In this article, we’ll dive into why short-form content has become an essential marketing strategy, and how business owners can tap into its power for rapid growth. But before we get into it, let’s break down the shift that made short-form video dominant.

The rise of short-form video platforms

It’s safe to say that short video content has always been popular, but it became a standard when smartphones replaced laptops and desktops as a primary device. All of a sudden, people were browsing the internet while multitasking on the go, and they no longer had the time or patience to sit down and watch 20-minute+ videos.

Short-form video first became popular around 2013 with an app called Vine where creators made funny and engaging six-second videos. By the end of 2015, it had more than 200 million active users. However, after the company refused to monetize creator contributions, the top 15 Vine content creators went on strike, Vine eventually failed, and TikTok picked up the slack.

Although the platform is facing a ban in the United States and has already been banned in other countries, TikTok is incredibly popular. There are more than 1.5 billion active TikTok users across the world, and the average user spends 95 minutes per day on the app.

TikTok has traditionally promoted quick clips, but the platform is starting to favor longer content of around one minute. One-minute videos are still considered short, but it’s important to stay aware of what the TikTok algorithm prefers. Still, you’ll want to experiment with video length on your own to see what works best for you.

TikTok’s global influence

TikTok first adopted the six-second video format that made Vine videos go viral. Since then, they’ve increased the time limit so creators can make videos up to 10 minutes long directly on the platform, or up to 60 minutes long as an upload.

Because short-form videos were doing so well on TikTok, all the other major platforms have followed suit. Facebook introduced Stories on March 28, 2017, Instagram launched Reels on August 5, 2020, and YouTube introduced Shorts on September 14, 2020.

Regardless of the platform, one thing remains consistent: users have come to enjoy and expect short clips. In fact, 57% of Gen Z and 42% of Millennials prefer learning about products from short videos. That make short-form content ideal for marketing. In fact, 83% of social media marketers say short-form video is the most effective type of content they serve. By 2026, marketers are expected to allocate 50% or more of their video budgets to short-form content.

Short-form video gets higher engagement rates

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It should be no surprise that short videos capture and retain attention better than traditional long-form videos. In 2022, an analysis of more than 1,778,000 videos found that the average retention rate is impacted by video length. The shorter the video, the higher the completion rate. This research study found:

Videos under one minute: 66% of users watched until the end

Videos one to two minutes long: 56% of users watched until the end

Videos two to 10 minutes long: 50% of users watched until the end

Videos 10-20 minutes long: 39% of users watched until the end

Videos over 20 minutes long: 22% of users watched until the end

The shorter the video, the higher the retention rate, which means brands need to do two things to get engagement:

1. Create short videos to share full (short and concise) messages

2. Get messages across quickly regardless of video length for the viewers who will drop off after the first minute

This trend is forcing businesses to create messages that hit hard in the first few seconds of a video. Since most users won’t watch longer videos, there’s no other option.

Social media algorithms favor short content

Today’s social media algorithms prioritize short-form content to support a better user experience and increase engagement. However, each platform has slight differences. For example, TikTok’s algorithm favors videos with high watch times and completion rates, while other platforms don’t seem to put so much weight on completion rates. However, on social media platforms that have mixed content, like Instagram, Reels get a higher organic reach compared to traditional posts.

YouTube delivers its Shorts differently than other platforms by recommending them in a designated section within each user’s main feed. Even so, YouTube Shorts receive 15 billion daily views.

The takeaway? Regardless of the platform, short-form content wins.

Short-form content is easier and cheaper to produce

Traditional video production can be difficult and expensive to manage on your own. For example, if you need to rent professional equipment, like lighting, microphones, and a camera, you can expect to pay thousands of dollars. It costs less than investing in the equipment, but it’s not cheap.

Short-form content is easier to produce because it doesn’t require such an extensive setup and investment of your time or money. You can shoot short clips from a smartphone and your audience won’t expect it to look like a professional production.

However, if you are looking for that professional touch, you can hire a video company to produce short-form content for less than what you’d pay for a traditional, long video. It’s easier than self-produced content and the end result is a professional, polished video that gets results.

Faceless videos work great as short-form content

Perhaps one of the biggest cost-saving benefits of short-form content is the fact that faceless video ads are seeing high success rates on TikTok, YouTube, and Instagram. A faceless video is a video that doesn’t feature a person. Faceless channels that publish great content have been popular for a while, so it’s not surprising that Faceless ads work just as well.  

Faceless videos work because they focus on content, not a personality. While many content creators become popular because of their personalities, they also alienate a lot of people. If you’re not fully committed to being your own brand, faceless videos are ideal. Here’s why they’re so effective:

·  Faceless videos are relatable and inclusive. Without a face and personality, the content speaks for itself. Viewers can project themselves into the scenario presented, which makes the message feel more personal. While many social media influencers do well, people do get tired of them.

·  Faceless videos focus on value, not vanity. When the product, service, or message is prioritized, people aren’t distracted by looks, voice, clothing, or any other factors that can influence a user’s opinion of the messenger.

·  Faceless videos are cheaper to produce. Since you don’t need to shoot live people, faceless videos can be created with stock footage, text, voiceovers, and screen recordings. This makes it easier to publish content more consistently.

·  Faceless videos do well in the algorithms. Once you start getting likes, shares, and comments on your faceless videos, they will do better in the algorithms. As long as you can create compelling hooks and deliver a fast-paced message, faceless videos have a great chance at performing well in the algorithms.

Ultimately, short, faceless videos win because they eliminate distractions, keep the spotlight on the message, and connect with users on a broader level. You don’t need to show your face to build a solid brand – you just need engaging content.

Ads on short-form content are cost-effective

The cost of running ads on each platform varies, but ads on YouTube Shorts cost around 50% less than TikTok ads and generate longer views. People tend to expect longer videos on YouTube, so this makes sense. However, TikTok ads can be highly profitable and should not be ignored. Getting longer views doesn’t always mean you’ll generate more sales. It depends on what you’re advertising. If your product or service is suited for impulse purchases, TikTok can bring in some serious cash.

Short-form content is made for mobile users

Today, more than 75% of all video views come from mobile devices, which means the majority of users are looking for quick pieces of content to consume. This includes short video ads.

Short videos are more likely to be shared

·  According to statistics, videos under 30 seconds are shared four times more than longer videos.

·  TikTok challenges drive massive engagement, allowing brands to gain popularity overnight.

·  Short videos are more likely to be shared, and that’s how you achieve brand awareness and organic reach regardless of the platform.

Short content has more viral potential

Users don’t typically save content to share at a later time. Sharing happens the moment a user decides they like what they just watched. Short, engaging, fast-paced content has more viral potential because it gets people excited in the moment, and it only takes a couple of seconds to share. When you start making short videos, there’s a greater chance they will be shared.

Short ads can be made to look like native content

Native ads tend to get more clicks and conversions than display ads. If you rely entirely on display ads, you’re missing out. If a post or video looks like an ad, many users will unconsciously tune it out and keep scrolling.

The way around this is to do one of two things. Create native content and boost it, or create short video ads that look like native content on whatever platform you’re using and run them as ads. For example, if you’re advertising on Instagram, make your ads look like videos shot with an iPhone in a casual setting. If you’re advertising on TikTok, use TikTok’s native video creation features to make your ad right inside the app.

Short-form video supports ecommerce

With shrinking attention spans and growing competition, brands need content that makes people stop scrolling and turns viewers into paying customers. That’s exactly what short-form video delivers.

Studies show that short-form video ads outperform traditional display ads by 120% when it comes to engagement. Why? Because they’re fast, punchy, and tailored for the platforms people are already using. Short videos can entertain, educate, inspire, and drive purchases from users in any stage of your sales funnel.

But it doesn’t stop with ads. Brands that use live selling through short videos see even higher conversion rates. Leveraging live product demos, quick tutorials, and user-generated content increases conversion rates by allowing customers to visualize products in action.

Whether you’re running flash sales, launching a new product, or simply trying to stand out in your market, short-form video will help you unlock higher engagement, better leads, and more sales. If you skip short-form video content, you’re leaving money on the table.

Partner with Vid.co for your next project

If you’re serious about standing out in your market, high-quality video content is essential. But trying to handle it all yourself can quickly turn into a frustrating, time-consuming struggle. From scriptwriting to shooting, editing, and optimizing for various platforms, DIY video production often fails to grab attention.

That’s where we come in. At Vid.co, our video marketing team doesn’t just create videos – we craft powerful, scroll-stopping content designed to captivate your audience and generate engagement. With expert storytelling, top-tier production quality, and strategic distribution, we’ll turn your ideas into effective short-form content that gets results.

Short-form video is not just a trend – it’s the future of digital marketing. Brands that fail to adapt risk being left behind as consumer preferences shift toward quick, engaging, and highly shareable content.

Whether it’s through influencer partnerships, paid advertising, or organic content, brands will need to embrace short-form video to stay competitive. Don’t get left behind. Contact us today – we’d love to bring your ideas to life.

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