3, 2, 1, next: Short-form video is king in marketing
Social media is a gigantic stage – and short-form videos put brands in the spotlight. TikTok and similar platforms have revolutionized how users consume content. What does this mean for your brand? Time for a deep dive into the world of video marketing.
Short-form marketing videos: the new standard
Short-form videos now dominate the major social media channels. Creators’ changing production habits have combined with users’ short attention spans and new viewing habits to make the format the standard. Michael Möller, Chairman of the Digital Video Focus Group at the German Association for the Digital Economy (BVDW), shares his analysis of these developments:
“In our fast-paced everyday lives, the trend is increasingly shifting toward the use of short-form video content. These bite-sized clips offer end consumers the opportunity to find out information quickly. In contrast to the traditional long-form content that we know from linear TV, what we’re talking about here is snackable content and a fast information chain.”
The power of the platforms: TikTok as a blueprint for success
TikTok has changed the rules of the game when it comes to the short-form video. By using an algorithm that learns what users’ interests are extremely quickly, the platform achieves maximum engagement times. The recipe for success? A mix of creative challenges, sounds and a dynamic, personalized feed experience. TikTok’s triumphant rise since 2020 has reshaped the content landscape. Other platforms have had to follow its lead: Instagram launched Reels, and YouTube Shorts emerged as a direct competitor. This shows that TikTok didn’t just start a trend – it rewrote the rules of the game as far as digital video marketing is concerned. If you want to be successful in social media marketing, snackable content is a must. As you might have noticed already, the majority of the marketing on TikTok, Instagram and YouTube now revolves around short-form videos. TikTok’s influence has extended so far that even on LinkedIn, more and more (short) videos are being posted!
Are Instagram Reels actually still snackable in 2025?
Although short-form videos continue to dominate, Instagram launched an interesting new feature in early 2025 – instead of limiting Reels to 90 seconds, users will be able to upload Reels up to three minutes long. Many creators had been calling for this change, wanting to use the extra minute and a half for valuable storytelling. The new Reels length will be introduced in the US first, then rolled out to other world regions
Customer retention through short-form video content marketing
If you want to play the short-form video marketing game yourself, there’s one thing above all that you always need to bear in mind: Users have a short attention span, so your brand’s content has to make an immediate impression. When it comes to video marketing, short-form videos offer a critical advantage – they’re readily snackable, easy to digest and, ideally, so entertaining that they go viral. To help your brand build bonds with customers, why not try the following strategies?
- Edutainment: Tutorials, life hacks or insider tips combine knowledge and entertainment and perform particularly well.
- Storytelling in seconds: Emotional hooks keep users engaged.
- Interactive formats: Q&As, challenges or duets with your community increase interaction.
- Trend riding: By recognizing trends early and adapting them creatively, you can maintain a presence in users’ feeds.
“When it comes to snackable content, short-form video ads are very effective. Standard six-second bumper ads are ideal. They strike an excellent balance between the length of the commercial and the subsequent content. Many studies have indicated good results in terms of both user acceptance and advertising impact, making this short format an ideal way for advertisers to get their brand message across.”
Increase brand awareness with short-form videos
In a world flooded with content, your message needs to make an impact in a matter of seconds. The first three seconds determine whether users will continue watching or simply scroll past. Some top tips:
- Punchline first: Start with the core message – no long intros.
- Visual impact: Use colorful thumbnails, quick cuts and eye-catching textual elements.
- Loop effect: Design your videos so that they can be viewed repeatedly (e.g., using cliffhangers or seamless transitions).
Studies show that short-form videos have the highest interaction rates. They fit seamlessly into our everyday digital lives – a brief form of entertainment on a subway journey or during a short break. What this means for your brand is that once you capture someone’s attention, you can use it to your advantage over a longer period.
Authenticity is the key to short-form video marketing
The days of perfectly staged, glossy productions are over. Short-form videos come to life when they feel authentic – and that’s exactly) what target audiences respond to. People follow real experiences, not just brands.
So, what are the best ways to convey authenticity?
- Incorporate user-generated content: Real experiences are more credible than traditional commercials.
- Partner with influencers: Micro-influencers often have a stronger bond with their community than the industry’s A-listers do.
- Offer unfiltered insights: Behind-the-scenes clips, fail videos or honest stories create a sense of intimacy with your brand.
Example: Beauty brand Glossier relies heavily on UGC and invites real customers to share their experiences, maximizing credibility.
H2: Five tips to boost your brand with short-form videos
How can brands leverage the full potential of short-form videos? Follow these five specific tips:
- Hook first: The first few seconds have to grab the viewer’s attention – such as with a provocative question, a wow effect or a surprising scene.
- Vertical first: A mobile-first approach isn’t enough – content must be explicitly optimized for vertical formats.
- SEO for short-form videos: Cleverly placed hashtags, trending sounds and catchy captions help videos to stay visible in users’ feeds.
- Regularity matters: Algorithms reward consistent content strategies. A clear upload plan maximizes reach.
- Analyze data: Which videos perform best? Engagement rates, watch times, share rates and comment analysis can all provide valuable insights into your followers’ preferences that you can use to inform future content.
One thing cannot be said often enough: As a marketer, you need to use platform-specific analytics tools to evaluate your KPIs. TikTok Analytics, Instagram Insights and YouTube Studio provide detailed data about the performance of individual videos. Meanwhile, supplementary tools like Sprout Social, Hootsuite or Vidooly can help you to identify trends and optimize your strategies.
Short-form videos: fueling successful video marketing in 2025 and beyond
Short-form videos in marketing are anything but a fleeting trend – they hold a central role in cutting-edge social media strategies. And experts in the field widely agree that this format will continue to be influential in the future. If your brand wants to be rewarded with high levels of visibility and engagement, then your marketing team needs to produce content that’s quickly consumed, entertaining and authentic. The challenges lie in combining creativity with structure and always keeping pace with platform trends. Master the art of snackable content and take your place at the forefront of digital marketing. Are you ready for the next viral sensation? Then grab your (smartphone) camera and hit record!
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