Less talking, more clicks: The power of short videos

Short-form videos have become the internet’s biggest obsession, quickly evolving from a quirky pastime to a marketing must-have. Scrolling through Instagram, TikTok or YouTube Shorts has now become an essential part of our morning routine – right at the top of the list with coffee and the news. In a world where people rarely have the patience to watch a video that lasts longer than a minute, brands have had to pivot with only one mantra in mind: “Keep it short or risk being blindsided.” .” But what makes short-form content so effective and why does “less” seem to resonate in our busy, attention-deprived world?

Less is more (and faster too!)

Given life’s endless to-do lists and the avalanche of content competing for our attention, short-form videos have become the perfect antidote. If you need proof, just watch the huge success of TikTok or Instagram Reels. These platforms thrive on micro-content: quick floods of entertainment and information, or a curious mix of both. When a single video lasts just a few seconds, viewers want more rather than less – a marketer’s dream come true.

Short videos also tap into something inherent in the human experience: we want what matters, and we want it now. The days when audiences were fascinated by long monologues or patiently narrated “how-to” videos are long gone. Today, brands only need 60 seconds (and preferably less) to be funny, informative or inspiring – or ideally all three. TikTok dances, snack tutorials, or even quirky product presentations can now build brand loyalty faster than a traditional advertising campaign.

Let’s face it: many of us are overwhelmed by decision paralysis. Long-form content requires a commitment that’s strangely similar to signing up for a gym membership – good intentions, but too much effort. Now the short format is a bit like junk food: bite-sized, filling and addictive. In this way, brands can sneak into our lives without taking up our precious time or mental bandwidth.

The art of attracting (and keeping) attention.

Studies of human attention spans paint a rather bleak picture – supposedly we now have an attention span shorter than a goldfish. But here’s the twist: short videos weren’t designed as a compromise; It was born out of a need to adapt to this reality and engage viewers without demanding their attention. The format forces brands to get creative and find ways to instantly engage people. Forget 10-second slow builds or brand logos flashing across the screen; If it’s not captivating in the first few moments, the audience has already moved on.

The success of short videos lies in the fact that they are so fast and varied that there is no chance of boredom. Brands have realized that it doesn’t matter how strong their product is if it doesn’t captivate the audience. And “hook” is the operative word. Each short video is designed to be catchy, memorable, and sometimes downright bizarre. Take Swiggy’s Instagram Reels for example. With its playful animations and humorous take on everyday food issues, Swiggy doesn’t just show a menu – it makes ordering food an entertaining experience and leaves the viewer hungry for more without the need for a hard sell. Or take Netflix India, whose social media team produces highly relatable, entertaining content featuring iconic scenes, pop culture references and even cheeky regional memes. They grab attention without the usual “watch now” prompt; Instead, they make users feel like they are part of a cultural moment that is irresistibly shareable.

While short content may lack depth, it makes up for it by serving as the perfect vehicle for brand personality. The aim is to present the essence of a brand in a way that immediately resonates. Whether through humor, sympathy or even shock value, brands can connect with their audiences by leveraging the playful, spontaneous nature of short videos. This makes them part of the daily content mix that viewers look forward to, rather than the advertising they actively avoid.

Building a story in bite-sized episodes

It may seem counterintuitive, but short-form videos have enabled storytelling in new and surprisingly powerful ways. Think of it as a series of chapters rather than an entire novel: each video can serve as part of a larger narrative, slowly but surely stitching together a cohesive brand story that doesn’t need to be forced into one long, drawn-out clip. Instead of trying to cram everything into one message, brands can rely on episodic storytelling.

Consider how Nike uses short videos to generate excitement about new products. Each video can contain a teaser, a short “sneak peek,” or a product demo, none lasting longer than 30 seconds. But when you put them together, they tell the story of a launch and create a wave of anticipation. The beauty of this approach is that it builds intrigue and engagement in a series of manageable, memorable steps. Once the audience has seen some of them, they are already excited and looking forward to the next part.

This format not only improves engagement but also builds relationships. Each short video feels like a little insider information that makes viewers feel connected and “in the loop” with the brand. Imagine the power of using each new video to reveal a little secret, a quirky fact, or a bold image, creating a “breadcrumb trail” for your audience to follow.

In this way, short videos are no longer just about quick entertainment – ​​they are a storytelling tool that fits perfectly into today’s fast-paced world. It encourages brands to keep things fresh and relevant as audiences constantly demand new and interesting content.

In a world where “time is money” has never felt so literal, the “less is more” approach to short videos is a brilliant tactic for engaging busy, distracted viewers. It plays on our natural inclinations, gratifies us instantly and keeps us coming back for more – qualities that brands have clung to with passion. And while short-form content may seem like it strips things down to the bare essentials, it actually opens up a world of possibilities for creativity and connection.