Short Video Dominance in Modern Marketing

Key takeaways from this article:

  • Short-form video captivates the digital world, dominating attention and driving engagement like never before.
  • Platforms like TikTok and Instagram Reels offer unparalleled reach, virality potential, and a direct line to younger generations.
  • By mastering short-form video storytelling, embracing trends, and collaborating strategically, brands can unlock explosive growth and marketing success


The digital landscape is shifting at warp speed, and Short-form video has emerged as the dominant force. In this fast-paced world, one format reigns supreme: Short-form video. From the explosive rise of TikTok to the captivating world of Instagram Reels, Short-form video is no longer just a trend – it’s a marketing revolution.

Consider that the contemporary definition of “video” significantly differs from traditional video commercials. Consumers today are bombarded with information, and their attention spans are shorter than ever. Short-form video marketing addresses this challenge perfectly by delivering impactful messages in bite-sized, easily digestible chunks.

According to a recent survey among consumers, a substantial 84% reported making a purchase decision influenced by a video. Additionally, the study revealed that consumers are more than twice as inclined to share videos compared to other forms of content.

What is a Short-form marketing video?

Short-form videos are bite-sized video content, typically under 2 minutes and 30 seconds, tailored to capture attention and engage your audience with your brand in a short timeframe. Unlike traditional video ads, they prioritize quick engagement and storytelling within time constraints set by platforms like Twitter, TikTok, and Instagram Reels. These platforms offer unique opportunities for short-form video marketing, allowing brands to experiment with creative formats and capitalize on trends specific to each platform.

The beauty of short-form marketing videos lies in their simplicity and efficiency. They are relatively inexpensive to create compared to traditional video productions, making them accessible to businesses of all sizes. Additionally, their brevity makes them perfect for mobile viewing, catering to the modern consumer who spends a significant portion of their time on smartphones.

So, the next time you consider crafting marketing content, remember the power of short-form video marketing. By embracing this format and leveraging its unique strengths, you can engage your audience, boost brand awareness, and position your brand for success in the ever-evolving digital landscape.

How Short-Form Videos Became Popular Platforms and Fuelling Short-Form Video Marketing

Short videos have become popular platforms and fuelled the rise of short-form video marketing for several reasons:

1. Rise of Social Media Platforms Focused on Short Videos:
In the early 2000s, YouTube and Vimeo paved the way for user-generated video content. The 2010s witnessed a surge in platforms like Vine, Instagram, and TikTok specifically designed for short-form video marketing. These platforms prioritized short, easily consumable content, with Vine’s six-second loops and Instagram’s 2013 introduction of 15-second video posts.

2. Shift to Mobile Viewing:
The increasing prevalence of smartphones made video consumption on the go more accessible. Short-form video content perfectly fits this mobile-first world, requiring minimal time and attention from viewers.

3. The Influence of TikTok:
Launched in 2016, TikTok further propelled the popularity of short videos. Its longer format (up to one minute) and features like the “For You” page, showcasing fun and engaging content, solidified the app’s dominance and solidified short-form video marketing as a powerful strategy.
These factors combined created the perfect environment for short-form video marketing, especially on platforms like Instagram Reels. It’s a highly engaging and effective way for businesses to connect with their target audience.

Why Short Content Is Important?

Irrespective of the field and sector, short-form videos can be a valuable marketing strategy. Consider some crucial insights from Yaguara:

  • According to Yaguara’s findings, 85% of marketers believe that short-form videos stand out as the most effective video content format, marking a rising trend in their popularity.
  • In today’s information landscape, 57% of Gen Z individuals rely on short videos as a primary source to understand and discover products and services.
  • Despite the many video platforms available, TikTok continues to reign supreme. In the United States, adults spend an average of 45.8 hours per month on TikTok, highlighting its enduring appeal.
  • As a preferred marketing strategy, 66% of companies opt for influencer marketing using short-form video content on TikTok.

Different Kinds of Short Video Platforms

TikTok: This platform has become synonymous with short-form video marketing, allowing users to create and share engaging videos between 15 and 60 seconds, often incorporating music and cool effects.

Instagram Reels: This Instagram feature offers similar functionalities to TikTok, enabling users to create and share short-form video marketing content within the 15-60 second range, complete with music, effects, and editing tools.

YouTube Shorts: Recognizing the power of short-form video marketing, YouTube launched Shorts, mirroring the format of TikTok with videos under 60 seconds, aiming to capture the same audience engaged with similar content on other platforms.

Pros of Short-Form Videos

Short videos are super popular nowadays, and there are good reasons why they’re catching on!

1. Quick attention-grabbers: People today get distracted easily. Short videos, less than a minute long, catch your eye fast. They’re perfect for folks who don’t have much time.

2. Easy watching: Long videos take ages, but short ones are fast and easy to watch, especially on phones. You can watch them while on the move without getting stuck in long stories.

3. Keeps you interested: Short videos use cool visuals, sounds, and effects to keep you hooked. Platforms like TikTok and Instagram love them, and lots of people watch.

4. Cheap and simple to create: You don’t need fancy gear or a big budget for short videos. They’re easy to shoot and edit, even on a tight budget. So, whether you’re a business or just having fun, short videos won’t cost you much.

5. Great for small businesses and startups: If you’re starting a small business, short videos are a smart way to share your message without spending a lot. They’re engaging and won’t burn a hole in your pocket.

Latest Trends in Short Video

Short videos keep changing, and cool new things are happening. Let’s check out what’s hot in short videos right now!

1. People’s Videos: Lots of videos now are made by regular folks, not just big companies. These videos are real and show off the creator’s personality. Companies are using these videos too to connect with their audience in a more personal way.

2. Vertical Videos: Remember when vertical videos were a no-no? Now, they’re okay, especially on phones. They fill up the whole screen and are perfect for YouTube Shorts, Instagram Reels, and TikTok. You can even change a wide video to a tall one using online tools.

3. TikTok and Similar Platforms: Apps like TikTok have changed how people make and watch videos. They’ve made stars out of regular folks and offer cool tools for making awesome videos. Brands are jumping on these platforms to reach younger, super-engaged audiences.

4. Fun Challenges by Brands: Brands on TikTok and Instagram use challenges with special hashtags to get people involved. It’s a fun way for brands to connect with their audience and get them to make cool content.

5. Educational Videos: Explainer videos are big these days. Brands use them to teach things or explain complex stuff in simple ways. It helps build trust and connect with customers better.

Everyday YouTube Viewing: 40 Minutes on Average

Today’s consumers are huge binge-watchers, especially with Netflix. Video content makes it easy for viewers to switch from one video to another. For businesses making videos, it’s great because viewers can learn about your brand and product super-fast. They don’t need to scroll or read stuff. Almost half of the business videos are shorter than a minute.

Nearly half of business videos are less than a minute long. Making a commercial doesn’t always need a long script or fancy setup. Business videos are getting shorter. People like quick ads and short videos that are fun and informative. Even in 15 or 30 seconds, you can share a lot. Most people use their phones more than other devices for watching things online.
Here’s a question: would you prefer watching a movie on your phone or TV at home? The TV wins, right? It’s the same for ads and stuff you want to show on phones. If your videos are short and cool, people won’t switch away. Also, on phones, people like watching short videos more than reading long stuff.
“72% Favor Learning Products via Video Over Text” Video is great because it saves time and shows your audience what you’re offering, not just talking about it. When people want to learn about something, 72% prefer watching a video over reading text.
Short videos can be as helpful as written guides but way quicker to watch.

YouTube amassed $15 billion in advertising revenue during 2019.

Innovative firms continuously evaluate their ad expenditure, and YouTube’s ad platform has proven to be a lucrative investment. In 2019, YouTube advertising revenues soared to surpass $15 billion, a significant leap from the estimated $3.4 billion in 2018.

The substantial time users spend on YouTube strongly contributes to the platform’s consistent revenue growth year after year.

Interestingly, the most popular ad placements on YouTube typically range from six to 20 seconds in duration. This underscores the effectiveness of short-form videos in the realm of paid advertising.

In essence, the key takeaway is that concise video content demonstrates exceptional performance in the realm of paid advertisements, aligning with users’ preferences and engagement patterns on YouTube.

Majority of Video Ads Clock in Under 30 Seconds.

Expanding on the prior point, companies advertising on YouTube typically opt for shorter ads, typically under 30 seconds.
It’s crucial to note that the objective of a video ad isn’t to cover every detail about your offering. Instead, it’s about sparking curiosity and motivating viewers to seek additional information.

Video stands out as the prime medium for capturing attention, and short-form videos achieve this within mere moments.

Most People Willing to Watch Sub-60 Second Business Videos

Common belief suggests that individuals generally dislike advertisements, but the entertainment value within videos significantly alters this perspective.
Consider the widespread adoration for Super Bowl commercials. Viewers willingly engage with videos, particularly when they’re brief, enjoyable, and engaging.

Majority Prefer Brands to Generate Video Content Over Other Types

As video consumption surges in both entertainment and advertising, there’s a growing demand and anticipation for increased brand-produced content.
This underscores why allocating resources to video creation is no longer an ” if ” question but an immediate necessity.

Vast Majority of Marketers Secure Customers Through Social Media Videos

It’s crucial to recognize that utilizing video isn’t solely about advertising to attract customers.
Many brands effectively showcase their products through social media, allowing their content to demonstrate their value without explicit ads.
GoPro stands as a prime illustration of this strategy in action.

Short-form video content: The secret weapon of sports fans

Short-form video content has become the secret weapon of sports fans, providing them with a convenient and engaging way to stay connected to their favourite teams and athletes. Platforms like Instagram, TikTok, and Twitter are overflowing with short-form video marketing content dedicated to sports, offering fans bite-sized clips of highlights, news, and even behind-the-scenes glimpses.

These short-form videos are perfectly suited for busy schedules, allowing fans to catch up on the latest developments during commutes, coffee breaks, or even while waiting in line. From heart-stopping game-winning moments to hilarious bloopers, short-form video marketing in the sports world captures the essence of the game, blending entertainment and information seamlessly.

For passionate sports fans, short-form video content has become the go-to platform for staying engaged and connected to their favourite teams and athletes, making it is a valuable tool for sports organizations and brands looking to reach their target audience.

Fantasy Sports Market Surge Reshapes Sports Marketing Trends

The fantasy sports market, poised to hit $26.98 billion by 2023, is reshaping sports marketing trends due to its exceptional growth. This surge is driven by increased fan engagement, technological advancements, and greater transparency in financial transactions.

Platforms such as ESPN Fantasy Sports, Yahoo Fantasy Sports, DraftKings, IPL, FanDuel, and Prize Picks are leading the way, catering to the diverse interests of millions globally. Predicted to have a Compound Annual Growth Rate (CAGR) of 12.92% from 2023 to 2028, this sector reflects the soaring popularity of fantasy sports and its potential for further expansion. This growth is propelled by new sports leagues, growing player appeal, and inventive fantasy sports applications.

North America currently dominates the market, but Europe and the Asia Pacific, especially with the rapid rise of cricket, show promising growth. The industry is shifting towards mobile applications, responding to the increased usage of smartphones, indicating a future where digital accessibility will be key. Key industry players are adopting strategies like significant technology investment, strategic partnerships, and market expansion while navigating a complex legal and regulatory landscape.

The evolution of this market signifies a new era in sports marketing, seamlessly merging digital engagement with fan interaction, paving the way for continued growth and innovation.


Short-form videos have revolutionized marketing, with consumers increasingly turning to video content to learn about products and services. This coincides with the rise of mobile consumption, where short-form video marketing thrives with its engaging and concise format. Platforms like TikTok, YouTube Shorts, and Instagram Reels have become hubs for these bite-sized videos, captivating audiences and shaping new consumption habits.

Recognizing the power of short-form video marketing, brands are embracing this format to connect, inform, and entertain their audiences effectively. In an era of limited attention spans, short-form videos offer an ideal solution, influencing consumer decisions and fostering deeper engagement.

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Jenil Thakkar

Content writer

Harsh Raj singh Chouhan

Graphic designer

Tanishka Rane


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