The Power of Short-Form Video Content for Brands

by | 25 Aug 2023 | Insights

Brief, engaging online clips capture our attention like never before. How can we as communicators maximise these short-form video content?

Short-form videos have become a dominant force in social media, particularly with the rise of platforms like TikTok and Instagram Reels. From global names like Ryanair and Duolingo to smaller independents, brands are recognising the potential of these bite-sized videos to captivate and engage audiences. 

At Cullen Communications, we specialise in connecting content creators with brands and understand the significance of short-form videos in driving brand engagement.

Let us explore the power of short-form video content, including the role of trending audio and the potential of viral trends, and how it can help your brand maximise engagement and leave a lasting impact on your target audience.

The need for short-form videos

In a world where attention spans are shrinking, short-form videos have emerged as a game-changer for brands.

Gen Z, known for their 8-second attention span, and millennials, with their slightly longer 12-second attention span, dominate social media consumption. To effectively reach these audiences, brands need to embrace short-form videos that can deliver their message quickly and effectively.

What makes short-form videos successful?

Short-form videos are soaring in popularity as a marketing tool, thanks to several key factors.

‘Shareability’ is one of the main drivers, as people are more likely to share engaging and entertaining videos on social media. Platforms like CapCut and TikTok make it easy for users to create and then share their videos, expanding their reach across platforms.

Trending audio and viral trends are crucial elements of short-form videos. Brands who embrace the latest challenges or viral concepts can ride the wave of popularity, gaining significant exposure. By leveraging trending hashtags and incorporating popular audio snippets, influencers create content that deeply resonates with their audience, amplifying brand visibility, attracting new followers, and driving organic reach.

Best practices for short-form videos

To make the most of short-form videos, it’s crucial to optimise them for mobile viewing by adopting a vertical format.

With the majority of video consumption happening on mobile devices, aligning content with the way users naturally hold their devices enhances the viewing experience and engagement.

Authenticity is also paramount. In today’s social media landscape, audiences crave genuine and relatable content. Overproduced and scripted videos can feel disconnected, while authentic and spontaneous videos resonate more with viewers. By embracing authenticity and incorporating trending audio and viral trends, brands can establish deeper connections with their audience and build trust and loyalty.

Short-form videos for all businesses

Short-form videos are not limited to big brands.

Small businesses can also leverage their power, especially when targeting younger audiences. By understanding their target audience and delivering content that is creative, authentic, and tailored to their preferences, businesses can effectively utilise short-form videos to engage and grow their audience.

Need some help with short form content?

Short-form video content has revolutionised brand engagement by providing influencers and brands with a powerful medium to captivate audiences and shape consumer behaviour. Platforms like TikTok and Instagram Reels offer unprecedented opportunities to leverage the creative prowess of influencers, incorporate trending audio and viral trends, and connect with target audiences on a deeper level.

Content development is one of our core services here at Cullen Communications, and our team can help you get your message, tone and strategy right, no matter who the audience. If you have a project that you think can use our support, we offer a free consultation.


About the author

Matthew Walsh is Client Executive with Cullen Communications, specialising in media relations, social media communication and influencer marketing.

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