The average adult human attention span is 8.25 seconds.
And that means we’d have lost you right about… now.
Unless, of course, you’re watching a short form video on TikTok or Instagram, and you might even be thumbing on for more.
The success of short form video primarily stems from the rapid pace of online consumption. Given diminishing attention spans (it was estimated to be about 12 seconds in the year 2000!), easily digestible and engaging content is crucial. Short form videos excel by offering bite-sized experiences, enhancing viewer engagement and shareability.
A Brief History of Short Form Video
Essentially, short form video was pioneered by TikTok. The company first came into the scene by revolutionising online content consumption in 2018 through its algorithm-driven feed that prioritised user interests over social connections. This method propelled countless viral trends across the internet – trends that invite participation (like dance challenges), and content that delivers humor or entertainment.
Instagram, facing the disruptive force of TikTok, hastily introduced Reels in an attempt to maintain relevance.This marked a significant shift from its image-centric roots towards a multimedia platform. However, Reels primarily focuses on content from users you follow, contrasting sharply with TikTok’s personalised feed.
YouTube, recognising the burgeoning short-form video market, launched Shorts in 2019, with a public release in 2021. Positioned as a hub for concise, engaging content, Shorts encourages users to create, share, and discover short videos that are under 60 seconds.
So Why Do Short Form Videos Work?
As mentioned, short form videos resonate with today’s audiences due to their concise and captivating nature, which aligns perfectly with the decreasing attention spans prevalent in the digital world.
Furthermore, platforms like Instagram, TikTok, LinkedIn, and Facebook prioritise engaging video content in their algorithms. This translates to increased visibility for short form videos, as they are more likely to appear prominently in user feeds, explore pages, and even go viral, significantly amplifying brand reach.
Producing short form videos is generally more cost-effective and time-efficient compared to long-form content. This enables brands to experiment with diverse content ideas, formats, and trends without incurring substantial costs. In fact, some of our most successful videos were created using readily available tools like smartphones, demonstrating the accessibility of this format.
3 Ways Brands Are Using Short Form Video
To grasp the real-world impact of short form videos, let’s examine how innovative brands are leveraging this format.
Figma
Figma effectively utilises short form videos to demystify complex design principles through visually compelling content. Each video offers practical solutions to specific design challenges, empowering users with immediate, actionable knowledge. This demonstrates the significant value short form videos can deliver.
The Straits Times
Recognising the shift towards short-form content, The Straits Times has launched ‘To The Point,’ a new vertical video talk show on YouTube and Instagram. This show features experts, newsmakers, and journalists, offering concise and insightful analysis of current events, viral trends, and sociocultural issues, catering to audiences seeking quick and digestible news on the go.
Gymshark
Videos produced by the leading fitness apparel brand blend humor, inspiration, and heartwarming fitness moments, and consistently capture audience attention. They utilise curiosity-piquing intros to reel viewers in, leverage the popularity of reaction videos, and expertly balance motivational messages with relatable humor. This diverse approach ensures that Gymshark resonates with a wide range of fitness enthusiasts.
The rise of short-form video platforms like TikTok, Instagram Reels, and YouTube Shorts has fundamentally altered how we consume content. With dwindling attention spans, these platforms have capitalised on the need for concise, engaging, and easily digestible content. By prioritising user engagement and leveraging powerful algorithms, these platforms have created a dynamic environment where creativity thrives and brands can effectively connect with their audiences. As short-form video continues to evolve, it’s crucial for businesses and individuals alike to adapt and embrace this powerful medium to stay relevant in the ever-changing digital landscape.
In Short, We’ve Got the Solution to Craft the Right Content for Your Audiences
Need an agency with the sensibilities to devise powerful videos that deliver great impact? Meet I Concept.
We are a fully integrated creative agency specialised in helping your brand reach hearts and minds, not just in the AI space, but in the digital sphere as well. Our expertise ranges from branding in Singapore, digital marketing, web design and development, digital copywriting, logo design for the company, ecommerce development, and more, making up a comprehensive range of services to help businesses thrive in today’s competitive landscape.
Plus, with the support of government initiatives like the Enterprise Development Grant and Productivity Solutions Grant (PSG), businesses can access funding to invest in innovative marketing campaigns. Apply for the PSG now to kickstart your digital marketing journey with I Concept.
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