To understand why short-form videos are winning, go through this quick scenario—
Imagine you have two video tutorials on making Sushi. One is 30 minutes long while the other is just a 1-minute video. Interestingly, both videos have covered the same steps. Which one would you prefer?
Well, if you are like most readers, you are more likely to choose the 1-minute version. Reason? It gives all the essential details without troubling your attention span, and not to mention the time. That’s the beauty of short-form videos.
No wonder they are gaining more momentum than their longer counterparts, whether they are Instagram Reels, YouTube Shorts or TikTok videos. From global brands to local creators, everyone is using short-form videos to capture attention in this digital world that is getting more saturated than ever.
Let’s explore why short-form video has become one of the most powerful tools in the modern digital toolkit, and how it is changing the game for everyone.
The Science of the “Scroll”: Why We Can’t Look Away
The rise of short-form video is closely tied to how our brains work today.
According to recent research, it has been found that the average human attention span has been reduced by a great margin over the past two decades. In 2004, individuals were able to concentrate on a screen for approximately 2 and a half minutes. By 2012, this had dropped to 1 minute and 15 seconds. Today, it has been reduced to approximately between 47 and 75 seconds.
The never-ending stream of notifications, the ability to switch between tabs and apps, and the luring designs of platforms like Instagram and TikTok have impacted the focus required for deep learning. As Nobel laureate Herbert Simon perfectly puts it—“A large amount of information creates poverty of attention”
In the future, the attention span is likely to drop even more. And this has made the message clear for marketers, educators, and content creators—come up with more quick bursts of information, bite-sized formats, and short-form content to grab users’ attention in the first few seconds.
Of course, long-form content will still be there—but only when equipped with compelling visuals, and hooks early on. Not only do the content creators have to be seen, but they also have to be remembered within a decreasing window of attention.
Instant Gratification
Short-form videos provide what psychologists call “instant gratification.”
When you watch a 30-second clip that makes you laugh or teaches you a quick hack, your brain releases dopamine–the “feel-good” chemical. Because the videos are so short, you get that reward almost immediately. Simply put, short-form videos create a constant stream of novel, personalised content that leads to quick bursts of pleasure. This creates a “loop” where you keep swiping for the next hit of entertainment.
Low “Cognitive Load”
Longer content requires a time commitment and mental energy. Short-form video, however, has a low “cognitive load.” It is easy to digest. You don’t need to set aside an hour to watch the video; you can learn the same core message in a 60-second “explainer” while waiting for the bus or during a quick coffee break.
The Power of the Big Three: TikTok, Reels, and Shorts
Three platforms have perfected the short-form recipe. Each has its own flavour, but they all share one thing: extreme engagement.
TikTok:
TikTok has 1.59 billion active users worldwide as of early 2025, making it one of the largest social media platforms alongside Instagram and YouTube. It lets users share 15-second to 10-minute videos on a range of topics.
TikTok’s algorithm is famous for showing you exactly what you like, even if you don’t follow the creator. Launched in 2016 on a global scale, TikTok’s success has redefined the social media landscape, prompting tough competitors like Meta and Google to build their strategies around short-form video.
With its signature short-form video style, the platform boasts an engagement rate of around 2.65% on average. According to a study by the Washington Post, TikTok watches how long you pause on a post, not just what you like or share. If you spend more time looking at something, the app assumes you are interested and shows you more similar content in the future.
Instagram Reels:
By integrating short videos into a platform where people already share their lives, Instagram made video accessible to a broader, slightly older demographic. Reels are now the primary driver of growth on the app. These reels can be anywhere from 15 seconds to 20 minutes in length. The platform boasts over 2 billion active users around the world. IG Reels have an average reach rate of 30.81%, which is significantly more than carousels (14.45%) and images (13.14%). Above all, Reels generate nearly 22% more engagement than regular videos. Coming to the engagement rate, Reels clock 5.53% as of early 2025.
YouTube Shorts:
YouTube capitalises on its extensive base of long-form content to build Shorts. It has hit an astonishing 200 billion daily views as of 2025. According to one study, nearly 175.1 million people in the USA view YouTube Shorts, and the number is projected to reach 192 million by 2027. Over 70% YouTube users admit to watching Shorts at least once a week, meaning that this format has become a core part of the regular content consumption on the platform. Over 6.5 million creators create at least one YouTube Short every month.
YouTube Shorts has an average engagement rate of 5.91%, making it a top short video platform for user engagement.
Building Personalities and Humanising Brands
In the past, brands felt like faceless corporations. Short-form video has changed that. Today, people want to buy from people, not logos.
The Rise of the “Founder POV”
The Founder of the View is one of the largest trends in 2025. A business owner may make a quick video on their phone discussing problems or demonstrating how a product is produced instead of throwing a polished commercial to their audience. This makes the content more relatable to them.
Relatability over Perfection
The success is no longer dependent on high production value. As a matter of fact, videos that appear to be too professional are usually avoided as they seem to be advertisements. They show their mistakes, their “behind-the-scenes” chaos, and their genuine personalities. This creates a para-social relationship–a sense of friendship between the viewer and the creator–which leads to deep brand loyalty.
How Businesses Can Integrate Short Form Videos into Marketing
For a business, short-form video is like a turbo-booster for marketing. Here is how it helps different industries grow:
E-commerce and Retail
Imagine trying to sell a new kitchen gadget with a static photo. Now, imagine a 15-second video showing that gadget slicing a vegetable perfectly to a trending song. The video is much more convincing. With the rise of shoppable videos, users can now click a link directly in the video and buy the product without ever leaving the app.
Education and “Micro-learning”
The “How-To” industry has been transformed. Experts are not producing 20-minute tutorials but 60-second “Micro-learning” clips. It could be as simple as an Excel tip, a language lesson, or a cooking hack, but these videos can be digested immediately, which makes the creator an expert in their area.
Real Estate and Services
Real estate agents are also utilising short videos to provide mini-tours of houses, and the feel of a house in a manner that a photo gallery could not have done before. On the same note, before and after clips are used by contractors and service providers to demonstrate their competence immediately.
The “Viral” Advantage: Reach Without the Budget
Traditionally, to reach a million people, you needed a massive advertising budget. With short-form video, the algorithm does the job for you.
Because these platforms prioritise watch time and shares over follower counts, they can show a high-quality, engaging video to millions of people for free. This “organic reach” is a goldmine for small businesses and new creators. A single viral short video can result in more sales and brand awareness than a year’s worth of traditional print ads.
Tips for Success in Short-Form Video
If you are looking to start or improve your short-form content, keep these simple rules in mind:
The 3-Second Hook:
You have less than three seconds to stop someone from swiping. One study has found that over 70% of TikTok users decide whether to continue watching videos within the first three seconds. Start with a bold statement, a beautiful visual, or a question.
Keep it Vertical:
90% of short-form content is watched on mobile. Always film vertically (aspect ratio).
Use Captions:
Many people watch videos on mute (in public or at work). Adding text overlays ensures your message gets across even without sound.
Value First:
Don’t just try to sell. Aim to entertain, educate, or inspire. If you provide value, the followers will come naturally.
Be Consistent:
The algorithms reward creators who post regularly. It is better to post three times a week consistently than five times in one day and then disappear for a month.
Leverage the Short Video Game with Us
Short-form video has moved from being a “fun element” to a “marketing necessity”. It caters to our natural desire for quick, engaging, and authentic stories. As it blurs the barriers between brands and consumers, it has made the digital landscape a more personal and interactive place.
If you want to use short videos to boost your brand engagement and followers, we can help you with our tailored content strategy. Reach out to us now!
