Short-Form Videos: The Secret Weapon for Brand Visibility
Friday, January 31, 2025 | 8:00 AM
In an era of endless scrolling and shrinking attention spans, short-form videos have become the undisputed favorite of digital content. Capturing attention in just 30 seconds or less, these bite-sized visual stories transform how we engage, learn, and more importantly — entertain ourselves at the end of the day.
Platforms like TikTok, Instagram Reels, and YouTube Shorts have embraced this trend, offering creators and brands a powerful stage to deliver impactful visual messages in record time. The age-old adage of “show don’t tell” that many writers swear by, now applies in its own way to marketing professionals.
According to Wyzowl, 73% of consumers prefer to watch short videos to learn about a product, making it one of the most popular ways to market to an audience. Think about it: would you prefer to read a manual or magazine about a new product or watch a 30-second video clip?
But how and why do these quick videos resonate strongly with audiences in our fast-paced, on-the-go world?
The How
With 30 seconds of room to show off their brand or product, companies try their best to attract viewers as quickly as possible. Why just 30-seconds? We talk about that more down below, but for now know that from visual appeal to concise storytelling, content creators use whatever they can to grab an audience within the video's first second.
According to Yaguara.co, nearly 6 in 10 short-form videos are watched at 41% to 80% of the length. The longer the video captures the attention of its audience, the more likely the viewer will consider buying the product or at least being aware of it. Using content ideas such as behind-the-scenes footage, customer testimonials, product demos, and teasers for upcoming launches, brands can strategize the best way to attract new customers and maintain their current ones.
For example, E.L.F. Cosmetics recently published a short-form video highlighting all the products they launched in December. The video showcased the variety of products the cosmetics line produces, leaving the audience wanting to find out what E.L.F would release next.
Why It Works
The digital world has become a fast-paced environment, which means audiences are starting to have shorter attention spans. Golden Steps ABA says the average human attention span has decreased from 12 to 8.5 seconds in the last two decades. The attention span of a human is now shorter than a squirrel’s. Their words, not ours.
With shorter attention spans comes the need for short-form videos to quickly attract potential customers. Additionally, shorter videos help simplify complex ideas into bite-seized, mobile-friendly methods of informing people about their brand.
Short-term videos also allow for quick customer engagement to occur. Whether in the form of a like, share, or comment, customers tend to remember what they watched and inform others of what they watched.
For example, Duolingo, an app focused on language lessons, publishes short-form videos that its users find relatable since they correlate with the app's daily streak feature. The videos Duolingo publishes on its TikTok account garner a lot of attention and engagement, convincing some people to learn a new language with Duolingo’s help. At the very least, the content serves as brand awareness, pushing Duolingo up the consideration set, should the viewer decide to learn a new language.
Why an MS in Marketing Program Will Help You
Short videos have been dominating digital marketing for some time now, capturing attention and driving engagement like no other format. In our Master of Science in Marketing program, you’ll explore strategies to harness this power, learning how to create and analyze impactful campaigns across various formats, including short videos.
Through coursework in digital and social media marketing, brand and product management, marketing research and insight development, and more, students will learn how to connect with target audiences, stay ahead of competitors, and achieve measurable marketing success.
Courses like Social Media in Business will help you understand how to craft effective communication strategies, tapping into social media and the power of consumer-to-consumer interactions.
Why UTRGV?
Our accelerated online MS in Marketing program fast tracks graduates careers in marketing in just a year. With online flexibility, students will gain expertise in analytical marketing skills along with hands-on experience.
Whether it deals with utilizing short-form videos or creating mobile marketing strategies, our program prepares students to excel in the fast-evolving digital world.
Starting with short-form videos, unlock the power of marketing with our MS in Marketing program today. Apply Now!
Source:
https://www.wyzowl.com/video-marketing-statistics/
Have a question or concern about this article? Please contact us.
