The Rise of Short Form Content
What is short form content?
When is the last time you’ve come across a short form video on social media? Probably right before reading this article, correct?
In a world where time is precious and attention spans are dwindling, a new form of content has swiftly taken centre stage: short form content. Picture this: a world where information is condensed, stories are told in seconds, and entertainment fits within a fleeting moment. Welcome to the era of bite-sized content that captivates, educates, and entertains in record time. Short-form videos range between 15 seconds and 3 minutes, depending on the platform they’re posted on. Unlike long-form videos that are typically around 5–10 minutes long, short-form videos present content that is interactive, fun, and, most importantly, easy to digest.
Due to their short span, the content of these videos focus on capturing the attention of viewers.This makes them a great tool for advertising, marketing, and making the consumers engage with your brand. Perfect in a world where people are always on the move, and attention spans are getting shorter.
Video content is without question one of the most influential and growing mediums in the digital space right now. From film reviews, unique dinner recipes, try-on hauls of the latest Zara drop, or a day in the life of a total stranger, you won’t have to go far to find it. These short-form videos are taking social media by storm, particularly with the rise of TikTok and Instagram Reels.
How did short form content became successful?
The popularity of short-form started after the introduction of Vine, a social media platform where users posted 6-second videos that looped. It quickly became one of the fastest-growing social media platforms of 2013. Soon after, popular content creators known as viners began to emerge and monetize their content. Due to an increase in competitors that Vine could not keep up with, the app officially shut down in 2017.
TikTok takes the same approach as Vine did, favouring short-form content, and found an equal amount of success within the first couple of years, reaching over two billion total downloads. On the app, users can switch between “For You”, which shows videos based on an algorithm, and “Following” where they can view the videos of people they follow. Currently, tiktok happens to be one of the most famous platforms for short form content, almost becoming addictive for the younger generation. In a 2021 study, researchers found that young people turn to social media platforms to relieve ‘perceived stress.’ According to the study, although these applications do relieve stress momentarily, the problem arises when individuals remain on them for too long, forming what is known in the study as a ‘Short-Form Video Application Addiction.’
The addictive nature of TikTok is nothing new, but the algorithm based on content and creating TikTok’s ‘For You page,’ is what sets it apart from its competitors. Short-form video apps operate on a principle known as random reinforcement, where even if the video you’re watching isn’t entertaining, the belief that the next one might be keeps you scrolling. Like gambling, the idea of holding on for the next ‘win’ or entertaining video gives way to addiction.
This time however, the rise of short-form content on social media didn’t slow down. Instead, other social platforms jumped on the trend. Most notably, Instagram introduced reels in 2020. Since then, Reels have become an integral part of Instagram’s algorithm accounts that use Reels are prioritised in user’s feeds and have become their own entity separate from TikTok’s influence.
Short form content in influencer marketing
Currently, short-form video ad revenue is expected to exceed $10 billion, making it an exciting domain with various monetization options available. One such option is brand deals or sponsorships on your videos. Additionally, platform-specific money-making opportunities, such as the YouTube Shorts funds, provide creators with bonuses and ad revenue from YouTube Shorts views. TikTok also has its Creator Fund, making it important to explore all options when creating a strategy for monetizing your video creations. Therefore, it is essential to consider all avenues to maximize revenue potential from short-form videos.
74% of customers prefer to watch a short-form video about a product or service. Statistics show the significance of short-form videos, and it’s worth taking them seriously. As customers prefer short-form videos, it is essential to consider this format as a marketing tool. These videos are concise and to the point, allowing consumers to gather information quickly. Additionally, their entertainment value is another reason why customers enjoy them, making them a potent means of engaging with your target audience.
Out of all social media strategies, short-form videos have the highest return of investment (ROI). Amongst other things, the Google algorithm takes the amount of time that users spend on websites into account. Since the short-form videos are designed to hold the attention of their viewer, and keep them scrolling on the website, they can benefit your search engine optimization (SEO).
The deteriorating attention span
A UTSC professor of psychology, Steve Joordens, mentions that “something as fundamental to us as our attention span, does not change from generation to generation.” What’s different in the newer generations is that we are raised in an “ultra-distractible” world. Joordens suggests that what’s important in the discourse on social media and attention is social connection. His research in dealing with stress in healthy ways has shown that oxytocin, or commonly known as the love or trust hormone, is released when we are vulnerable to others. Actions like laughing, smiling, dancing, and singing with others can not only stop the stress hormone cortisol from being released, but they can also release good hormones like oxytocin.
Overall, there are varying opinions and beliefs on the effect of short-form content on our attention span and well-being in general, but the overarching theme seems to be the idea of being intentional with our time. It’s important to take control of our social media usage and make a conscious choice on how we want to attend to it. Rather than denying yourself social media for a day, consider choosing to spend quality time with the people around you. Be rational about how you choose to use your time.
It’s said Gen Z has an attention span of about 8 seconds, which is a few seconds less than millennials, who’s is roughly around 12 seconds. With this knowledge, it really is no surprise that short-form videos have experienced a surge in popularity in recent years, particularly when these generations tend to lead the way in terms of social media consumption and trends.
With shorter attention spans come a few drawbacks. One of the biggest is that it may be harder to capture an audience’s full attention. After all, if someone has a short attention span, they may not be as likely to sit down and watch an entire movie or television show. This could lead to lower viewership of long-form content. Besides that, short form content also has a higher potential for misinformation. In the quest for brevity, short form content may not always provide enough room for accurate and verified information. This leaves room for misinformation, rumours, and incomplete facts to spread rapidly. Without proper context or sources, misleading content can easily be shared and perpetuated, leading to misconceptions or even harm.
Moreover, creators of short for content may find difficulty in conveying complex ideas. Some concepts simply cannot be effectively conveyed in a short form format. Intricate scientific theories, in-depth analysis, or comprehensive arguments may require a longer form of content to be adequately explained and understood. The limitations of brevity can hinder the communication of complex ideas and may result in oversimplification.
Another disadvantage of shorter attention spans is that people may become more easily distracted. This can make it hard for them to focus on one task, leading to decreased productivity. It can also lead to lower quality work as there may be fewer opportunities to review and refine one’s work.
Sludge content of Tiktok
Children as young as eight regularly watch two videos at once to feed their entertainment needs, as reported in a study of social media habits, Ofcom has revealed that a ‘split-screening’ phenomenon is on the rise among children. Youngsters were often seen watching two videos side-by-side that were connected or complementary in some way. But sometimes these videos were completely unlinked, with one 10-year-old seen viewing both movie clips and random ASMR-style videos or subway surfer game plays at the same time. Although the child claimed that split-screening allowed them to learn and enjoy a movie simultaneously, others have linked split screening to shortened attention spans.
Blair Chapman a cognitive science graduate of USC, says he worked at a startup that used sludge content to test and promote engagement and pointed to it as the reason controversial content creators like Andrew Tate and Sneako gained such popularity. Calling it the “parasocial agency,” Chapman said those creators who often package their opinions as self-help content create an association between their advice and the feeling of accomplishment watchers get from tasks or video-game levels being completed in the accompanying videos.
Besides that, a qualitative report, called Children’s Media Lives, is based on research conducted an ongoing series of annual interviews with 21 children ages 8 to 17. This survey also found that kids are drawn to “dramatic” short videos designed to grab their attention, but which require minimal effort and focus to watch. These videos feature themes like controversy, conflict, gossip and high-risk challenges. Some good examples come from YouTube creators MrBeast, Infinite and Brent Rivera, as they often feature quick cuts, rapidly changing camera positions, vibrant colours, special effects, animation and fast-paced speech, according to the report. For dramatic unscripted content, some kids couldn’t tell or didn’t care if the videos were real or fake.
The rise of short form content has revolutionised the way we consume and engage with information in our fast-paced digital world. Its ability to capture attention quickly and deliver information in bite-sized formats has made it immensely popular and influential. Social media platforms, mobile devices, and the demand for instant gratification have all played a role in fueling this trend.
However, it is important to acknowledge the disadvantages that come with short form content. The potential for oversimplification, the spread of misinformation, and the limitations in conveying complex ideas are challenges that need to be addressed.
To navigate the realm of short form content effectively, content creators and consumers must approach it with a critical mindset. Fact-checking, seeking reliable sources, and striving for a balance between brevity and substance are crucial in ensuring the quality and accuracy of the information being consumed and shared.
Ultimately, the rise of short form content highlights the importance of adaptability in the ever-evolving digital landscape. As attention spans continue to shrink and technology advances, content creators must continuously innovate to deliver meaningful and engaging experiences within the constraints of brevity. By embracing the power of short form content while being mindful of its limitations, we can harness its potential to inform, entertain, and connect with audiences in this era of instant gratification.
[Written by: Harshaall Medha Naidu. Edited by: Adryna Chin]
