Expert insight from Benjamin paul

“Short form video isn't new - it has already changed the way we market in general. I'd say that what is trending in short-form now is low effort / unscripted content. Social media users are typically more engaged with content that feels authentic vs over-produced, highly edited content. So marketers are scaling back on Creative and focusing more on top of funnel efforts that reinforce brand authenticity. My opinion is that a balance is necessary. High quality content (content that showcases production value) is still important and engaging, but it shouldn't be the only content we deploy. All of this is a result of short-form creative, typically viewed on social platforms, that has changed the way users engage with advertisements, pushing marketers to shift their strategy.”

-Benjamin Paul, MSM, Ecommerce Analyst

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