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In the dynamic landscape of digital marketing, where attention spans are fleeting and trends evolve rapidly, one format stands out as a consistent powerhouse: short-form video. Over the years, it has proven to be a reliable tool for social media marketers, delivering unparalleled returns on investment and driving meaningful engagement with audiences across various platforms.

Short-Form Video

Why Short-Form Video Reigns Supreme

Our recent consumer trends survey reaffirmed what many marketers already know: short-form video holds a special place in the hearts of consumers. Whether it’s a captivating snippet on Instagram Reels or a trending topic on TikTok, these bite-sized videos resonate deeply with audiences, offering a perfect blend of entertainment and information. Unlike traditional sales-driven content, short-form videos prioritise engagement, fostering authentic connections with viewers and sparking conversations around brands and their offerings.

Credit to WeightWatchers Youtube

Learning from the Pros: A Brand Spotlight on WeightWatchers

One brand that has truly mastered the art of short-form video is WeightWatchers. By leveraging platforms like YouTube Shorts and TikTok, they’ve been able to engage their audience in innovative ways, particularly through quick recipe videos. Melanie Cohn Rabino, Head of Global Brand Marketing at WeightWatchers, emphasises the importance of agility in content creation, stating, “Do great things, do them fast, and remove barriers to getting them done.” By swiftly embracing trends like #GirlDinner on TikTok, WeightWatchers has demonstrated the power of aligning content with audience interests and preferences.

Actionable Tips for Maximising Your Social Media Video Content

In 2024, simply repurposing the same video across all social media platforms won’t cut it. To truly resonate with your audience, it’s crucial to tailor your content to fit each platform’s unique characteristics. Here’s a quick guide on where to use different types of social media video content effectively:

  1. Tutorials (3-5 minutes): YouTube
  2. Product Reviews (1-10+ minutes): Instagram Reels, TikTok, YouTube Shorts
  3. Product Announcements (Under 1 minute): Instagram, Facebook, YouTube ads
  4. Behind-the-Scenes Videos (1-3 minutes): Instagram Reels, TikTok
  5. Live Webinars or Panels (30+ minutes): YouTube, LinkedIn Live
  6. Clips from Events or Podcasts (1-3 minutes): Instagram Reels, TikTok, LinkedIn, YouTube Shorts

By strategically selecting the right platform for each type of video content, you can enhance visibility, engagement, and ultimately, return on investment.

The Art of Editing Short-Form Videos

Creating engaging short-form videos isn’t just about capturing great footage; it’s also about how you edit that footage to captivate your audience. Effective editing can transform raw clips into compelling stories that resonate with viewers. Here are some key tips for editing short-form videos:

  1. Start with a Strong Hook: The first few seconds are crucial. Begin with an attention-grabbing shot or statement to immediately engage your audience and encourage them to keep watching.
  2. Keep It Concise: Short-form videos thrive on brevity. Trim any unnecessary content and focus on delivering your message quickly and clearly.
  3. Add Captions and Graphics: Many viewers watch videos on mute, especially on social media. Adding captions ensures your message is accessible, while graphics can highlight key points and keep the visual interest high.
  4. Incorporate Music and Sound Effects: The right audio can enhance the mood and engagement level of your video. Choose music and sound effects that complement your content and resonate with your target audience.
  5. Use Jump Cuts and Transitions: Fast-paced editing techniques like jump cuts and smooth transitions can maintain viewer interest and add a dynamic feel to your video.
  6. End with a Call to Action: Conclude your video with a clear call to action, whether it’s encouraging viewers to like, share, comment, or visit your website.

By focusing on these editing techniques, you can ensure your short-form videos are not only visually appealing but also effective in engaging and converting your audience.


As the digital landscape continues to evolve, short-form video remains a steadfast ally for brands seeking to captivate audiences and drive meaningful interactions. By understanding the preferences of your target audience, staying agile in content creation, and leveraging the unique strengths of each social media platform, you can unlock the full potential of short-form video to achieve your marketing goals. So, embrace the trend, get creative, and let your brand shine in the world of short-form video content!

Global Social Media Trends Report