Jemicah Marasigan
Content Marketing Manager
Short-form video isn’t just popular—it’s taking over. TikTok, Instagram Reels, YouTube Shorts, and even LinkedIn are proof that bite-sized, scroll-stopping videos are the best way to grab attention. It’s fast, it’s fun, and it’s what social media algorithms love.
But here’s the big question: Is your media brand keeping up?
If you’re still relying on long-form content or traditional marketing tactics, you might be missing out—big time. Audiences are scrolling at lightning speed, attention spans are shrinking, and if you’re not showing up where your customers are, someone else is.
So, should you ditch everything else and go all-in on short-form video? Not necessarily. But ignoring this shift? That’s not an option.
Why short-form video is dominating
Attention spans are shrinking
We live in a world where people scroll faster than ever.We live in a world where people scroll faster than ever. Studies show the average human attention span has dropped from 12 seconds in 2000 to just 8.25 seconds—which is shorter than a goldfish’s (seriously). With so much content competing for eyeballs, audiences want information that’s fast, engaging, and easy to digest. Short-form video delivers just that.
Social media is favoring video
Social platforms are betting big on short-form video, and the numbers don’t lie. Instagram Reels pull in 67% more engagement than photo posts. TikTok isn’t just thriving—it’s shaping the way we consume content. And YouTube Shorts? It's proving that even the OG video platform knows short-form is where it’s at. When social platforms roll out the red carpet for a format, you know it’s time to jump on board.
It’s insanely shareable
Short-form videos are the ultimate snackable content—quick, fun, and impossible not to share. Videos under 60 seconds rack up 2.5 times more engagement than long-form ones. Whether it’s a hilarious trend, a breaking news update, or a behind-the-scenes peek, people can’t resist hitting that share button. More shares mean more eyes on your brand, and that’s a win every time.
The ROI of short-form video
Still unsure if short-form video is a smart move? Let’s settle this. Video isn’t just for viral trends and product demos—it’s a powerhouse for brand awareness, customer engagement, and sales.
In 2024, a third of all online activity was dedicated to video consumption—it’s no surprise people spend 18 hours a week watching them.
Short-form interactive videos can skyrocket sales by up to 80%—turning views into action and browsers into buyers.
Marketers saw 34% more conversions just by adding video into their campaigns
Pinterest users are 2.6x more likely to make a purchase after watching a brand’s video. That’s turning views into actual sales, not just empty clicks.
Social media videos get 1,200% more shares than text and images combined.
Bottom line? If your brand isn’t using short-form video, you’re missing out on a serious opportunity to connect, engage, and convert.
How media brands are winning with short-form video
News outlets are adapting
Traditional news organizations like The Washington Post and BBC are using TikTok to deliver the news in a way that’s fun, relatable, and highly engaging. Instead of long reports, they create short explainer videos, snappy interviews, and quick updates that feel native to the platform.
Creators are redefining storytelling
Short-form video has given rise to a new wave of content creators who can tell compelling stories in under 60 seconds. Whether it’s a fast-cut documentary-style TikTok or a quick Reels series, storytelling is evolving, and media brands that embrace this are staying ahead of the curve.
Brands are building deeper connections
Unlike traditional advertising, short-form video feels more personal. Behind-the-scenes clips, quick tips, and interactive challenges make brands feel more authentic. This helps media companies build trust and keep their audience engaged beyond just consuming content.
Putting a face to your brand builds stronger relationships
People crave connection, and short-form video is the perfect way to humanize your brand. Showing real people—whether it's your team, your customers, or brand ambassadors—makes your content more relatable.
Audiences love seeing the faces behind the brand, and authenticity reigns supreme. Whether it's a quick founder Q&A, a day-in-the-life video, or a casual check-in, putting a face to your brand can help foster deeper relationships and build long-term loyalty.
Should your media brand pivot to short-form video?
Ask yourself: Who is your audience?
Short-form video thrives on Gen Z and Millennials, but it’s not exclusive to them. If your audience is spending time on TikTok, Instagram, or YouTube Shorts, then pivoting to short-form content makes sense. Even B2B brands are seeing traction on LinkedIn with quick, informative clips.
What type of content do you create?
If your media brand relies on deep dives, investigative journalism, or in-depth analysis, don’t ditch long-form just yet. Instead, short-form video can be a teaser to drive traffic to your main content. A 15-second video summarizing a long article can be the hook that draws in new readers.
If you're a podcaster, short-form video is a great way to tease episodes or showcase clips that generate traffic to the full episode. Whether it's a compelling soundbite, a behind-the-scenes moment, or a key takeaway, short-form content helps spark interest and engagement.
Using video to grow your brand doesn’t mean abandoning your existing strategy—it means enhancing it.
Do you have the resources?
Short-form video might be quick to watch, but creating high-quality content still takes planning, editing, and creativity. If your team has the bandwidth—amazing. If not, no worries. You can repurpose existing content into bite-sized clips or outsource to freelancers to lighten the load.
And here’s the best part: you don’t need a big budget to make great videos. Free tools like CapCut, TikTok’s built-in editor, Otter.ai, and YouTube’s transcript feature make editing and adding captions easy.
If you’re in front of the camera, don’t feel you need to memorize a full script! Do what journalists do and use free teleprompter apps that can be found on the Apple Store and Google Play!
Plus, you can use tools like ChatGPT to help you whip up scripts for each clip—just don’t forget to edit to your brand voice!
With multiple creators, assets, and deadlines in play, Copper CRM makes it easy to keep everything (and everyone) organized—so you can focus on making videos, not managing chaos.
How to integrate short-form video into your content strategy
Repurpose long-form content
Already have blog posts, podcasts, or webinars? Turn key insights into quick, engaging clips. A compelling quote from an interview, a hot take from an article, or a bite-sized industry tip can be easily transformed into a video.
Experiment with different formats
Short-form video doesn’t have to be just one thing. You could try:
Quick news updates: Deliver trending stories in under 60 seconds to keep your audience informed without overwhelming them.
Explainer videos: Break down complex topics into digestible, easy-to-understand clips that provide real value.
Behind-the-scenes content: Give your audience a peek into how your brand operates, from office culture to production processes.
Industry trend breakdowns: Position your brand as a thought leader by analyzing trends and sharing predictions.
Audience Q&As: Answer frequently asked questions in short video formats to boost engagement and build trust.
Customer testimonials: Showcase real people sharing their experiences with your brand in an authentic, relatable way.
Educational tips relevant to your industry: Share bite-sized advice, how-tos, or expert insights that provide tangible value.
Meet-the-team introductions: Highlight the personalities behind your brand to foster deeper connections with your audience.
Founder stories: Share the journey of your company’s origin and growth to add a personal, inspiring touch.
See what resonates most with your audience and double down on what works.
Optimize for each platform
Not all short-form videos are created equal! TikTok is all about trends and relatability, Instagram Reels loves aesthetic and highly engaging content, and YouTube Shorts thrives on storytelling and education. The key? Tailoring your approach to match what each platform does best.
Pay attention to what’s trending, what’s getting shared, and what feels right for your brand. A little platform-specific tweaking can make a huge difference in how far your content goes and how much your audience connects with it. So lean in, experiment, and let each platform work for you!
Leverage user-generated content
Why stress over making all the content yourself when your audience can help? User-generated content (UGC) is the ultimate cheat code. Think TikTok duets, Instagram Reels shoutouts, or hashtag challenges—people love getting involved, and it’s a great way to grow your brand while building a real community.
You can even team up with influencers, creators, or even your biggest fans to keep the content flowing.
Sports brands are already leading the charge—WSC Sports, a sports content platform working with the NBA, NASCAR, and TelevisaUnivision, launched its Sports For Creators program in 2023, giving creators fully-licensed footage and AI tools to craft next-level content. The result? More engaging, contextual storytelling that breathes new life into archived footage.
By giving creators the right tools and setting up partnerships with clear guidelines, brands can unlock fresh, dynamic content that resonates with their audience—without the risks of brand misalignment or demonetization. It’s a win-win: creators get access to high-quality assets, and brands get authentic content that doesn’t feel like an ad.
So whether you’re collaborating with influencers, encouraging customer testimonials, or running community challenges, letting your audience create content for you isn’t just smart—it’s the future of engagement.
Track performance and pivot
Not every video is going to go viral—and that’s totally fine. Virality is cool, but real growth comes from knowing what actually works.
Fun fact: 39% of marketers say short-form video gets them the biggest ROI. So instead of chasing the algorithm’s mood swings, focus on the stuff your audience actually vibes with.
Check your analytics. Are people loving quick how-tos? Laughing at your behind-the-scenes bloopers? Saving those snappy industry insights? Pay attention to what’s getting shares, saves, and comments, then double down on that magic.
So don’t stress about going viral! The real win? Consistency. Keep tweaking, keep testing, and keep showing up. That’s how you build a brand people actually care about.
Get to filming!
Short-form video isn’t just a passing trend—it’s changing the way people consume content for good. Media brands that jump in are seeing bigger engagement, wider reach, and deeper audience connections.
But, of course, we have to remember: it’s not a magic bullet. If short-form fits your brand, start experimenting. If not, use it to boost what’s already working. Either way, there’s a seat at the table for you.
Repurpose. Collaborate. Test new formats. Whatever your approach, short-form video is shaping the future of media.
The only question is: Are you jumping in or getting left behind?
