The Future of Engagement: How Short-Form Video is Redefining the Marketers Playbook

Once upon a time, brands had 30 minutes of prime-time television to win over our hearts. Today, they have 15 seconds, but the difference is more than just time, it’s psychology. Social Media platforms like Instagram, TikTok, and YouTube Shorts has transformed content consumption, setting short-form video as the new standard for engagement. This has shifted consumer behavior, where 10 to 60 seconds can make or break a brand’s message.

For a marketer, it’s not only about creating viral moments, but also understanding the psychology of why short-form video resonates and learning how to curate stories that stand out in a sea of endless scrolling. To understand the impact of short-form video, I turned to five experts in the field. The insights they shared were revealing…

"Short-form video has shifted digital marketing from polished and aesthetic perfection to authentic connection. The brands winning today are the ones that know how to spark conversations and make their audience feel like part of a community through the use of TikTok, Reels, and

Shorts. We're seeing a shift in engagement where having a visually appealing brand will only get you so far. It’s all about creating culture in real time and letting your audience see themselves in the story.”

                                                -Rachel Pierre, MPH, MSM, Marketing Leader & Brand Strategist

“Having short form video not just as a part of your marketing plan but emphasized in it gives you the best chance at keeping up with the fast pace of media these days. Traditional marketing is still a good foundation, but, it’s the minute-long demonstrative TikTok’s, influencer testimonials, and fun, silly little trends that capture audiences, humanize your brand, and allow you to naturally integrate into your audience’s lifestyle.”

-Charity Graham, M.S., Social Strategist, Founder of Twenty Somethings Media.

“Marketers potentially could view short- versus long-form content as a funnel. First, use short-form content to get consumers' attention and provide them with a bit of value (e.g., an interesting fact; a helpful tip). After doing so, marketers could then direct interested viewers to longer-form content. To be sure, not all consumers will click through, but it is possible that those who do will become more engaged with the brand and consider taking other relevant actions (e.g., visiting their website; making a purchase).”

                                                                          -Prof. Linnéa Chapman, PhD, FIU Marketing Educator

“More people are getting their information on the go, so

packaging and distributing information, in both the form and on the platform your target audience prefers, is a must. Leaning into short form video is marketing’s newest way to meeting their target audience where they are. You remember when people would send you a YouTube video of a funny commercial? Tell me the last time someone sent you a commercial and tell me the last time someone sent you a TikTok/Reel/Short?”

-Jamil Murray, MBA, Social Strategist at Fortune 50 CPG Company

“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, E-Commerce Analyst

These insights not only explain today’s trend but also hint at where the future of marketing engagement is heading. Storytelling is evolving in bite-sized formats that connects with audiences and builds trust, which ultimately can make consumers more loyal to your brand. The key is to determine how to build an emotional connection in less than a minute, that keeps your audience on the edge of their seat wanting more. Ensuring you find the balance between authenticity and algorithm-driven content will make your brand more powerful.

As a small business owners and influencers, understanding the algorithm and how you can use it to push your short-form content is the way to go. These insights can show you how long your video is watched, how your audience is coming across your content, along with likes, shares, views, etc… leaning into your own metrics will give you an analytical understanding on how to strategize and build your audience through this format of communication.

Showcasing authentic and relatable short-form content can be a segue into long-form content that establishes your brand as well. Creating content that is accessible in many forms will grow your reach and can show how versatile your marketing strategy is. Now is the time to rethink your playbook. Start experimenting with short-form content, measure what resonates, and lean into the techniques that your audience can’t ignore.