What Are Short-Form Videos?

Short-form videos are typically under 60 seconds in duration, though some marketers stretch the definition to include videos up to 3 minutes. These videos deliver information quickly, making them easily digestible. As attention spans decrease, short-form videos allow consumers to engage with content in a way that suits their fast-paced lifestyles.

Why Are Short-Form Videos So Popular?

There are a few key reasons short-form videos are more popular than ever, both among consumers and marketers:

1. Shrinking Attention Spans
   Research shows that attention spans have dramatically shortened over the past two decades. According to psychologist Dr. Gloria Mark, the average attention span on any screen was 2.5 minutes in 2004, but by 2024, it had dropped to just 47 seconds. With attention spans this short, consumers are naturally drawn to content they can engage with quickly and move on.
2. Cost-Effective Creation
   Short-form videos are often easier and less expensive to produce than long-form videos. A simple concept with minimal production costs can still generate significant engagement, especially when compared to the time and resources required for more polished, longer content.
3. Versatility and Convenience
   Short-form videos can be viewed anytime, anywhere, making them accessible to busy audiences. Platforms like TikTok, YouTube Shorts, and Instagram Reels push these videos to users in an infinite scroll format, ensuring constant visibility. Plus, these videos can be repurposed across multiple platforms, providing greater reach with less effort.

The Future of Short-Form Video Content

As marketers continue to see high returns on short-form video content, more companies plan to invest in this format. In 2024, nearly a third of marketing professionals will leverage short-form videos, with 53% planning to increase their investment. As attention spans continue to shrink, the demand for bite-sized, engaging content is only going to grow.