3 Reasons Why You Should Consider Short-Form Content in Digital Marketing
The ever-changing landscape of digital content has altered the attention span of its current users — it has shortened to the point of almost no return. While this may sound disadvantageous for most marketing teams that already have enough trouble with catching and maintaining their audience’s attention to the brand they’re advertising, you have the opportunity to use this to your brand’s benefit. How? Through short-form content.
What is short-form content?
Short-form content is classified as digital content produced to be bite-sized, but it still delivers the intended message. Compared to long-form content that has a minimum of 1000 words or 10 minutes with almost no set maximum, you’d find that the short-form content has a minimum of 500 words or 30 seconds with a maximum of 1000 words or 10 minutes. However, you’ll notice that the ones that gain most traction and engagement from your audience will be the 30-60 seconds short form videos.
Why are audiences drawn to it?
Short-form content appeals to the audience’s desire to be provided what they need to know within a short amount of time. The shorter and the easier it is to consume, the more the audience is enticed to engage with it. Not to mention the convenience of having access to it whenever and wherever they are.
How would short-form content benefit you?
- Builds bridges of connections: audience and brand
Short-form content has an inherent interactive nature that allows the audience to freely engage with it however they like; the like, comment, and share features being easily accessible on their mobile devices is the main reason why this is so.
With the right script, the audience will be prompted to leave comments that are either answers, stories, opinions, or experiences, which is something you could use when crafting brand image and marketing strategies — it’s information about your consumers at your fingertips. Additionally, the share feature increases the likelihood that they will share it with people they know would enjoy the same easy-to-consume content.
- Cost-effective and easy to produce
Your brand’s main content, assuming it’s a long-form video, can be repurposed into a short-form video by changing the aspect ratio. Some people might think otherwise, but there’s nothing wrong with maximizing all of your resources.
However, if that’s not what you or your client wants, you can always opt to create content specifically for the short-form platforms. While it sounds like it will require more planning, it doesn’t. It requires much fewer resources because most short-form contents on various platforms have a certain format to it — all you need is an idea, a phone with a good quality camera, and a maximum of three people to star in your short-form video.
- Greater reach = increase in brand visibility
Short-form content is not only easy to produce, but it is also easy to disseminate with the increasing number of publishing avenues available. You can produce one single video, and there are already a plethora of platforms for short-form content readily available; you can even upload this one single video across all platforms.
This effectively increases brand visibility because a 30-second vertical video can be shared on platforms like Instagram Reels, YouTube Shorts, TikTok, Facebook Reels, Twitter, and many more — someone is bound to come across the same video at least twice and remember its content, which is related to your brand.
Times are changing, after all, and it’s essential that you adapt to what your audience needs and is looking for — that includes catering to their increasingly shorter attention span. A short attention span is usually seen as a negative, but with ample planning and the right strategy, you can use this predicament as a basis for a marketing campaign capable of yielding its desired results. Don’t let the oversaturation of short-form content in the digital world stop you from producing your own because, as long as there are creators, there will always be consumers.
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Key Takeaways
- An audience’s short attention span is a product of the digital world’s inherent desire for fast-paced content, with most of what it produces.
- It is important to understand both your possible audience and the current trends in digital marketing when preparing for an upcoming marketing campaign.
- Producing and publishing short-form content is your best counterattack against your audience’s shortened attention spans.
- The benefits of short-form content extend beyond convenience — it allows you to steadily build a relationship with your audience through an interactive medium.
References
Benecio, A. (2024, October 11). Why Short-Form Content is the Future of Digital Marketing. Twin Rams.
https://twinrams.com/blog/why-short-form-content-is-the-future-of-digital-marketing/
Dodds, D. (2024, March 19). Council Post: Short-Form Video Content: Capturing Attention in the Digital Age. Forbes.
O’Rourke, Z. (2025, February 26). How to use Short-Form Video in Digital Marketing. Digital Marketing Institute.
Santos, L. (2025, February 3). The benefits of creating both Short-Form and Long-Form video content – Lemonlight. Lemonlight. https://www.lemonlight.com/blog/the-benefits-of-creating-both-short-form-and-long-form-video-content/
