Are your current content strategies feeling a bit stale? The answer might be more straightforward (and shorter!) than you think - short-form video is currently the most powerful tool for grabbing online attention. If your brand isn’t leveraging its power, you’re likely missing out on some significant opportunities to connect with your audience.
The rise of platforms like TikTok, Instagram Reels, and YouTube Shorts has solidified short-form video as a significant player in the business marketplace that can no longer be ignored. Fuelled by the desire for instant gratification, the ease with which engaging video captures our fleeting attention is the key to its underlying success.
Here’s the catch though - simply creating short videos isn’t going to be enough. To truly harness the full potential, you will need to ensure your videos are optimised for your audience and strategically aligned with your wider business goals. So, let’s delve into the world of short-form video and answer the important questions.
What Exactly is Short-Form Video?
The content format of the moment typically ranges from under 60 seconds through to 90 seconds but there are no set rules. Short form video is by definition brief and concise video content designed to deliver information, insight, and of course, entertainment - quickly!
Do you have to stick to 60 seconds? While the generally accepted timeframe is around 60 seconds, some occasions might call for a slightly shorter or longer timeframe. However, given our continually shrinking attention spans, sticking with a shorter-is-better mindset is likely the best choice at present. Think digestible, bite-sized content that viewers can consume quickly, might be inclined to share and potentially revisit.
Why Is Short-Form Video So Popular?
To understand the rise in popularity of short video content, we must “delve into the psychology behind the scroll”. First of all, it is clear that short-form video isn’t just a fleeting trend for Gen Z’ers, it has in fact become deeply ingrained in how we consume the copious amounts of information available at our finger tips in this digital age.
Science even suggests that our attention spans are shrinking, perhaps even reaching an approximation of around 47 seconds in recent years. This is why short, engaging content is perfectly suited to our current online habits.
Beyond the concept of our shrinking attention spans, short-form video also tends to thrive because it delivers instant gratification. Viewers get quick, easily digestible bursts of entertainment or information, easily satisfying the immediate need, leaving them wanting more. Another big factor in its popularity is the convenience of on-the-go consumption. Filling those brief moments throughout the day while waiting in line, drinking a coffee, or commuting is easy with a quick scroll - plus it’s highly shareable. Whether it’s funny, informative, educational or relatable, a key factor to the success of short-form video for businesses is that it’s easily shared across platforms, increasing its potential for wider engagement.
7 Compelling Reasons Your Brand Should Embrace Short-Form Video
Don’t just take our word for it, decide for yourself with these compelling reasons for introducing short-form video into your digital marketing strategy.
- Catering To Shorter Attention Spans. Short-form video fits perfectly into the current scroll-heavy habits of the majority, capturing attention quickly and leaving a lasting impression without demanding too much time or effort.
- Meeting Your Audience On Their Turf. Millions and millions of people are actively engaging with short-form video platforms every day. Yes its true, a significant portion of the online population are consuming this type of content more consistently and regularly than you would think - and this applies to all ages, not just the younger generation. To reach this audience effectively, you need to be where they are – and that’s often scrolling through short videos on platforms like TikTok, Instagram Reels, and YouTube Shorts.
- Boosting Visibility And Engagement. Most, if not all, digital marketers would agree that video is the top tool for increasing audience interaction and brand visibility, consistently outperforming other content formats. Short-form video makes it easier than ever to capture attention and encourage sharing, naturally expanding your reach.
- Explaining Complex Ideas Simply. Short-form video allows you to visually demonstrate products, services, and concepts in a clear, concise, and engaging way. In fact, many consumers prefer to learn about products via video content.
- Humanising Your Brand And Building Trust. Video allows you to quickly connect with your audience on a more personal level. By showcasing the people behind your brand, sharing behind-the-scenes glimpses, or featuring authentic testimonials, you will naturally build trust and brand authority, making your brand more relatable on a human level with content that resonates with viewers seeking more genuine connections.
- Leveraging SEO Beyond Social Media. Business short form video is in its element on social platforms, but it’s still a way to generate interest, engagement and most importantly, traffic for your website. If used strategically, video is an excellent tool for driving traffic towards your website, which can boost your SEO efforts, helping you rank higher in organic search results.
- Driving Conversions And Sales. Ultimately, all marketing efforts should contribute to your business revenue in some way. Short-form video can easily and effectively showcase your products and services, generating interest and guiding viewers towards purchasing your products or services, even if it is at a later time.
Short-Form Video Key Platforms In 2025
In New Zealand the leading platforms that hold the majority of the short-form video marketplace in 2025 are:
- TikTok. Known for its user-friendly functionality and clever algorithm that prioritises user interests, TikTok is a powerful tool for reaching new audiences and creating viral content.
- Instagram Reels. A more recent add-on to the Instagram ecosystem, Instagram Reels leverages their existing user base to drive engagement and showcase visually appealing content. The videos you see on Instagram are usually determined by who you’re following.
- YouTube Shorts. Capitalising on the massive YouTube user base and offering a familiar environment for video consumption makes YouTube Shorts an effective tool for brand awareness and engagement for businesses.
Generally speaking if time and resources allow, you should be on at least two of these platforms for best results. If you have to choose between them and increasing reach is your main objective head on over to TikTok, if driving sales is your current focus, then the influencer-heavy Instagram Reels is likely the best choice, and if building brand engagement is where you're at then YouTube Shorts is going to be your number one choice.
Scheduling And Analysing Your Short-Form Video Content
When it comes to any kind of online content, consistency is the key. Developing a content calendar to plan your video content and releases is going to be essential to its success as a marketing tool. For this reason, it is important to choose a posting schedule that you can realistically maintain.
Plus, you will need to track and monitor your video performance on each platform to keep track of metrics like engagement rates to develop a better understanding of what content resonates best and adjust your strategy accordingly. Don’t be afraid to prioritise platforms where you see the most success, but do keep an eye on emerging trends across all channels.
8 Top Tips For Short-Form Video Optimisation
New to short-form video production and wondering where to start? Here are some handy tips to get you started.
- People First! Always tailor your video content to your target audience, ensure they are active on your chosen platforms and engage with them authentically.
- Hook Your Audience Early. Engage viewers with engaging captions, varied shots, angles, and settings to combat short attention spans.
- Tell A Story (Briefly). Even short videos need a clear narrative arc with a hook, development, and call to action.
- Provide Instant Value. Ensure every video offers a clear takeaway, whether it’s entertainment, education, or inspiration.
- Add Captions And Text Overlays. Many viewers watch videos without sound, so add captions or text overlays to convey your message clearly while also optimising for SEO.
- Showcase Real People. Feature your team and customers to build trust and authenticity.
- Be Realistic. Short-form video takes time, be realistic about the resources you can dedicate to consistent creation and promotion.
- In In-house or Outsourced? Creativity is a time-consuming process. You might want to consider outsourcing your content production to digital marketing specialists.
Harnessing The Power Of AI In Short-Form Video Creation
Artificial intelligence is presenting us with some exciting opportunities in the area of content production, but specifically in the area of video production. Whether you use it to create or just enhance AI is definitely going to change the way we all produce content over the next few years. Keep in mind though, that while AI can be a powerful asset, always ensure your content retains your brand’s unique voice and an authentic human touch. AI tools at present are great for assisting with:
- Generating Ideas. Overcoming creative blocks and brainstorming engaging topics.
- Design And Production. Streamlining the creation process and saving time.
- Repurposing Long-Form Video. Transforming existing videos into engaging short clips.
- Enhancing Quality. Utilising AI for creative effects and improvements.
- Writing Ad Copy. Writing effective (and optimised) text for your videos.
Understanding the power of short-form video means embracing the creative possibilities while forging stronger connections with your target audience - ultimately adding another useful tool to the digital marketing toolbox. Need help with planning and shooting your short-form video content? Give the team at Digital Influence a call today!
