In 2024, the short-form video craze shows no signs of slowing down. What started with platforms like TikTok and Instagram Reels has now spread to virtually every major social network. These bite-sized pieces of content, often under 60 seconds, are quick, engaging, and perfectly suited for today’s fast-scrolling digital consumer. But why is this type of content taking over, and how are brands in the tech and e-commerce sectors capitalizing on it?
In this article, we’ll dive into why short-form video is dominating the marketing landscape, explore the benefits for brands, and examine how companies like Netflix, Nike, and Amazon are using snackable content to drive massive engagement.
What is Short-Form Video?
Short-form video is typically defined as any video content that’s less than 60 seconds long. While the length may seem limiting, it’s the brevity and creativity of these videos that make them so powerful. The goal is to capture the viewer’s attention quickly, deliver the message effectively, and encourage engagement—whether that’s a like, share, or a click-through.
These quick bursts of content are designed to be highly engaging and digestible in seconds, making them perfect for the fast-paced attention span of the modern consumer.
Why Short-Form Video is Dominating in 2024
- Short Attention Spans
In the digital age, attention spans are shrinking. A study by Microsoft revealed that the average attention span of a human has decreased to 8 seconds, shorter than that of a goldfish! With time being a precious commodity, short-form videos allow consumers to get the message quickly without any commitment. - Mobile-First Experience
The majority of online content consumption happens on mobile devices. According to Statista, 74% of global video viewing happens on mobile. Short-form videos are perfectly suited for this, as they fit seamlessly into the vertical, scroll-friendly format of apps like TikTok, Instagram, and YouTube Shorts. - Higher Engagement Rates
Compared to traditional, long-form content, short-form videos generate 1200% more shares on social media, according to WordStream. The quick, consumable format encourages viewers to share, comment, and react instantly, leading to higher organic reach. - Algorithmic Boost
Platforms like TikTok and Instagram prioritize short-form video in their algorithms, making it more likely that these videos will appear on users’ feeds. This boosts organic visibility, allowing brands to reach wider audiences without massive ad spend.
1. Netflix’s Use of Short-Form Video for Trailers and Teasers
As one of the biggest players in entertainment, Netflix has turned to short-form video to create snackable content that promotes its shows and movies. In 2024, Netflix began using 10-15 second teasers on platforms like TikTok and Instagram Reels to capture attention quickly.
What Worked:
- Instant Hook: Instead of long trailers, Netflix uses rapid cuts and soundbites to draw viewers in within seconds. These clips give users a quick taste of the show without revealing too much.
- Mobile-Friendly: Knowing that users are browsing on mobile devices, Netflix focuses on vertical videos with catchy subtitles and captivating visuals.
Real Impact:
- Netflix reported a 30% increase in show viewership from TikTok campaigns alone. Their engagement on Instagram Reels also surged, with thousands of viewers sharing the snackable clips on social media.
Takeaway:
- Netflix proves that short, impactful content can drive real results. Brands should focus on creating intrigue within the first few seconds to boost engagement and lead to conversions.
2. Nike’s Empowering Short-Form Campaigns
Nike has always been a marketing powerhouse, and in 2024, they have fully embraced the short-form video trend. Nike uses platforms like TikTok and YouTube Shorts to release motivational snippets, featuring athletes and everyday users participating in sporting activities. These videos usually range from 10 to 30 seconds and are designed to inspire and motivate.
What Worked:
- User-Generated Content (UGC): Nike encourages its audience to create and share their own videos of workouts, which they then repost on their own channels. This not only engages users but also fosters a sense of community.
- Emotion-Driven Content: Nike taps into emotion and aspiration with its short-form videos, making the content relatable and powerful.
Real Impact:
- Nike saw a 20% increase in brand engagement on TikTok in 2024, largely driven by its creative use of short-form video and UGC. Their hashtag #JustDoIt has over 3 billion views on TikTok, reinforcing their dominance on the platform.
Takeaway:
- Emotion sells. By making content that resonates emotionally with viewers and using user-generated content, Nike creates authentic, shareable videos that consumers love.
3. Amazon’s Quick Tips and Product Demos
Amazon has revolutionized online shopping, and part of their success in 2024 lies in using short-form video for product demonstrations and quick shopping tips. These snackable clips—often under 30 seconds—showcase products in action, explain how they work, and highlight key features in a fun and engaging way.
What Worked:
- Product Reviews in Seconds: Amazon collaborates with influencers to create short reviews and tutorials on popular products, allowing potential customers to see how an item works in real life.
- Action-Oriented Content: With a clear call-to-action (CTA), these short videos direct viewers to the Amazon website to buy products immediately, shortening the buyer’s journey.
Real Impact:
- Amazon reported a 45% increase in click-through rates (CTR) on ads featuring short-form product videos, highlighting the effectiveness of these quick, informative clips in driving conversions.
Takeaway:
- Show, don’t tell. Amazon’s snackable videos allow consumers to see products in action, simplifying the buying decision and boosting conversions. Brands should consider creating short videos that showcase product benefits in real time.
Benefits of Short-Form Video Marketing in 2024
- Higher Conversion Rates
Short-form videos are direct and to the point, making it easier for viewers to digest the message and take action. According to HubSpot, video marketers get 66% more qualified leads per year when they incorporate short-form video into their strategies. - Increased Brand Awareness
With the ability to go viral, short-form content often gets shared widely. This leads to increased brand awareness and exposure, even beyond the intended audience. - Boosted Organic Reach
The algorithms of major social platforms favor snackable content. Brands utilizing short-form video are more likely to appear on the For You Page (FYP) or explore sections of social networks, leading to free exposure.
How to Succeed with Short-Form Video in 2024
- Grab Attention Immediately
The first few seconds are critical. Make sure to capture the viewer’s attention quickly with bold visuals, compelling headlines, or intriguing soundbites. - Stay Consistent
Posting regular short-form videos ensures you stay top of mind with your audience. Consistency builds familiarity and trust, making viewers more likely to engage over time. - Leverage Trends and Challenges
Platforms like TikTok and Instagram are known for their viral trends. Brands should keep an eye on trending topics and create relevant, timely content that taps into the current conversation.
Conclusion: The Rise of Snackable Content
Short-form video is dominating the marketing landscape in 2024 because it fits perfectly with the way modern consumers engage with content. Whether it’s a 15-second teaser from Netflix, a motivational clip from Nike, or a product demo from Amazon, snackable content is proving to be a powerful tool for driving engagement, boosting brand awareness, and increasing conversions.
For brands looking to succeed in today’s fast-paced digital world, embracing short-form video isn’t just a trend—it’s a necessity.
References:
- Statista: Video Viewing Trends on Mobile
Statista Report - HubSpot: Short-Form Video and Conversion Rates
HubSpot Video Marketing Trends - WordStream: Social Media Video Engagement Stats
WordStream Insights