Is Short-Form Video the Future of Content Creation?

In recent years, short-form video has exploded in popularity, with platforms like Snapchat, Instagram Reels, TikTok, and now Clapper joining in. These platforms offer users a way to create and share short videos that range from a few seconds to a few minutes in length. But is this trend just a passing fad, or is short-form video the future of content creation?

First, let's take a look at the numbers. According to a report by Insider Intelligence, the number of US social media users watching short-form videos is on a steady increase, in particular, the report shows an adjusted increased calculation of daily time spent on TikTok. With an expected 58.4 minutes a day spent watching. It sounds small to me but – when we take a step back and look at what an objective increase in watch time really means. We see that there is an expectation that viewers will be deriving more value from these video apps. 

So why are so many people drawn to short-form video? One reason is that it's an incredibly easy and accessible way to consume content and be entertained on short notice. In a world where attention spans are getting shorter, short-form video is perfect for capturing people's attention quickly and keeping them engaged. Additionally, these platforms spend millions each year on finding ways to keep users' attention to have them stay on for longer. The unique algorithm developed by Tiktok is the current leader in the space using its powerful AI models to keep users watching videos that are tailored to their interests. 

But what about the business implications of short-form video? For brands and advertisers, short-form video offers a number of advantages. One big advantage is a higher frequency of impressions. Since short-form videos are typically shorter and more shareable than longer videos, viewers are more likely to watch them multiple times or share them with others. This means that a viewer will become aware of a brand more quickly and with more frequency, leading to increased brand recognition and potentially more sales.

Short-form video also allows brands and advertisers to be more agile and responsive to changing trends and events. Since short-form video is quick and easy to produce, brands can create content in response to current events or trends and get it out to their audience quickly.

In conclusion, it's clear that short-form video is here to stay. With its ease of consumption and creation, tailored algorithms, and advantages for brands and advertisers, it's no wonder that so many people are turning to platforms like TikTok and Instagram Reels for their daily dose of entertainment. As the world of content creation continues to evolve, it's likely that short-form video will play an increasingly important role in shaping the future of media and advertising.

"TikTok screen time is growing faster than expected for adult users." eMarketer. Accessed April 11, 2023. https://www.insiderintelligence.com/content/tiktok-screen-time-growing-faster-expected-adult-users