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Recent years have seen an explosion of snackable, quippy video content—particularly on social media.
From live sports highlights and lifestyle content to product reviews, travel recommendations, funny animal videos, and beyond, short-form video has become a pillar of the digital media landscape. Where even a decade ago this content format was relatively niche and limited (except, of course, on Vine), short-form video is now mainstream, with 65% of people engaging with it multiple times a day.
This meteoric rise has transformed how audiences get information and discover products, as well as how advertisers connect with these audiences. Short-form video’s bite-sized, engaging nature makes it a particularly powerful tool for advertisers trying to combat shrinking attention spans, allowing brands and marketers to capture audience interest in mere seconds. As more and more platforms incorporate short-form video elements to engage and excite users, it’s clear that the format is here to stay. As such, advertisers who seek to understand its impact on the digital media landscape will be better positioned to connect with audiences in meaningful ways.
It’s nearly impossible to talk about short-form video content without talking about TikTok. Despite the looming threat of a ban in the US, TikTok’s immense impact on the video, social media, and advertising landscapes has long been solidified. While it wasn’t the first player to embrace short-form video, TikTok perfected the format and sparked a global shift toward shorter, more engaging content. Its rapid rise in popularity has driven a broader trend of audiences increasingly opting for short-form over long-form content. “Shortly after TikTok became an overnight sensation, we saw Instagram launch its Stories feature. There’s a direct correlation between TikTok’s rapid rise to fame, Instagram Stories, and the new user experience behavior of swiping ‘next,’” says Jess Kaswiner, Basis VP of Social Media Investment.
TikTok revolutionized how people consume video content, popularizing the full-screen, vertical feed of endlessly scrollable, bite-sized videos tailored to individual viewers through its highly personalized algorithm. It also changed how advertisers connect with audiences, offering a space for brands to create authentic, engaging, and highly targeted campaigns that made ads feel less like ads and more like…content. From viral challenges and hashtag campaigns to influencer partnerships and shoppable videos, TikTok set a new standard for creativity in digital advertising. This shift has been an impactful one, with nearly one in four users saying TikTok has influenced them to make a purchase within just three minutes of seeing it.
Now, short-form video extends even beyond social media. Streaming platforms, retail apps, sports outlets, and even news platforms are incorporating short-form video to engage their audiences. And even if TikTok is banned in the US, its influence will persist: Platforms like Instagram, YouTube, and Facebook have long since adopted similar features (Reels and Shorts), and some users even turned to alternatives like Red Note to get their short-form video fix during TikTok’s short-lived ban-imposed blackout.
For advertisers, this shift signals a critical opportunity. As platforms continue to innovate and audiences increasingly demand fast, engaging video content, advertisers who embrace the lessons of TikTok’s (and TikTok advertising’s) success will be better positioned to thrive.
Much like how TikTok changed how users interact with content and find new products, short-form video is more broadly shifting the digital advertising landscape and will continue to do so in the years ahead. In today’s mobile-first world, these quick, engaging videos capture and hold attention effectively, as well as drive action, with three in eight people saying they have made a purchase based on short-form video content.
This obsession with short-form video is particularly pronounced among Gen Z. Effectively reaching this generation—whose spending power is forecast to reach $12 trillion by 2030—is critical for advertisers, making short-form video an essential tool in marketers’ toolkits. It’s no wonder that social video ad spending accounts for more than 45% of total digital video ad spending!
So, just how is short-form video changing things for advertisers? First, it’s making engagement (aka capturing audience attention) an absolute must: When you only have a few seconds to connect with viewers, it’s key to make every moment count. It’s also blurring the line between entertainment and advertising, with platforms like TikTok and Instagram Reels having normalized ad content that feels organic and entertaining rather than disruptive. Additionally, it’s forcing advertisers to rethink the more traditional advertising funnel, as short-form video drives swift decision-making and immediate action. It upends the traditional linear path from awareness to purchase, instead replacing it with a dynamic journey where viewers discover, engage with, and act on content all within the span of a single video.
Given how short-form video has caused many digital advertising norms to shift, taking a strategic and intentional approach is critical to leveraging this format effectively. By understanding audience behavior, embracing innovation, keeping a pulse on regulation, and safeguarding brand safety, advertisers can maximize the impact of this format and drive ROI.
With the near-ubiquitous presence of smartphones, it’s no surprise that many people multitask, often using multiple screens at once. For instance, the majority of Americans report using a second screen (often scrolling social media and—you guessed it!—watching short-form videos) while watching TV. Planning for multiple intentional touchpoints across a variety of digital channels such as connected TV (CTV), display, and audio alongside short-form video on social is critical for building strong brand awareness and driving cross-platform engagement.
Among the many other lessons it has taught, TikTok’s tumultuous history and uncertain future in the US have shown just how quickly the short-form video landscape can change. Advertisers must be agile when assessing new opportunities, ensuring campaigns align with evolving regulations and platform policies. Additionally, keeping an eye on regulatory developments should go hand-in-hand with adopting privacy-conscious advertising strategies in the space. For example, short-form video is ripe for contextual targeting and creator partnerships that are inherently privacy-friendly, allowing advertisers to connect with audiences in a meaningful way while also respecting user privacy.
Short-form video’s speed and reach make it powerful—but also risky. False and misleading content is becoming more and more prevalent on social media as a result of the rise of generative AI, which can both create and fuel the spread of mis- and disinformation. This problem is compounded by Meta's recent announcement that it will get rid of independent fact checkers on both Facebook and Instagram, a move that is part of a larger trend of digital platforms reducing content moderation. As such, media buyers must craft a strong brand safety plan and prioritize tools that ensure their short-form video ads appear in brand-safe environments and align with suitable content, thus building audience trust rather than eroding it.
Short-form video ads are often different from more traditional formats: They’re typically more unpolished and “real,” aligning with the types of content they’re surrounded by. "Creating highly engaging content that aligns with the organic style of each social platform is crucial for encouraging users to interact with a brand's message, making it an essential component of any short-form video advertising strategy,” says Kaswiner. “Ads that look, sound, and feel like ads will fall victim to fast thumbs—often before the brand name can even register with the viewer.” Using creator partnerships, dynamic visuals, and storytelling techniques tailored to platform-specific audiences can make the difference between a campaign that resonates and one that gets scrolled past.
TikTok might still face an uphill battle in the US, but its role in popularizing short-form video content will leave a lasting impact. The rise of short-form video has reshaped how audiences consume content and interact with brands and products. And for brands and marketers, it’s not just about keeping up—it’s about leveraging this shift to stay ahead. By embracing the lessons of short-form video, from capturing attention to blending entertainment and messaging to taking an omnichannel approach, marketers can position themselves to connect meaningfully with audiences through this ever-evolving format.
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Interested in deeper insights on how to take a holistic approach to digital video within the broader media landscape? In our guide, Video Unleashed, we break down how advertisers can leverage the channel to connect with audiences at key moments of impact that inspire and engage.