Back to Insights

Short-Form Video Marketing: Capturing Consumer Attention in Seconds

by Colling Media - August 14, 2023

How to Capture Consumer Attention in Seconds With Short-Form Videos

Ever get lost in the rabbit hole of short videos on your social feed? Short-form videos, typically under a minute, have become the go-to for many. It’s content at warp speed and marketers? They’re all ears and gears.

These compact, attention-grabbing snippets have become a consumer favorite. And guess what? Marketers are eager to catch the consumer’s fleeting attention.

Why Short-Form Videos Are Resonating with Consumers

Life’s on fast forward these days. We swipe, scroll, and skim. Amidst this rush, short-form videos pop up as mini-breaks. They’re a pause, yet they pack a punch. You don’t just watch; you experience, learn, and sometimes, even dance along.

Let’s break it down:

Speedy Consumption: It’s content that respects your time. In and out, leaving a mark.

Shareability: Ever noticed the ‘share’ button’s temptation? It’s more likely to hit for these videos. They’re bite-sized, relatable, and ready for virality.

Attention Game: With attention spans shrinking, these videos are the perfect fit. They don’t dawdle; they dazzle.

How Companies are Using Short-Form Videos in Marketing

Every brand has a story. Short-form videos let them tell it in a blink. Here’s how they’re leveraging this medium:

Brand Awareness: Think of it as a digital elevator pitch. Quick, catchy, unforgettable.

Product Launches: A new product doesn’t need a grand reveal. A teaser? That’ll do. It creates mystery, anticipation, and a lot of chatter.

Tutorials and How-to’s: “How do I…?” These videos answer without beating around the bush. It’s the info you need, minus the fluff.

Testimonials and Reviews: Picture this: real people, real reviews, real quick. Builds trust like a charm.

Behind-the-Scenes Content: Let people in. Show them the chaos, the fun, the realness. It humanizes brands.

Brands Excelling with Short-Form Video Marketing

Taco Bell launched a series of short videos on TikTok that were funny and engaging. The videos featured real people reacting to Taco Bell food, and they were a huge hit with viewers. The videos helped Taco Bell to connect with a younger audience and generate excitement for its brand.

H&M shared a campaign called “Wear Your World” that featured short videos of people from around the world expressing their individuality through fashion. The videos were inspiring and uplifting, and they helped H&M to connect with its target audience on an emotional level. The campaign was also very successful on social media, generating millions of views and likes.

Google promoted a series of short videos that explained complex topics in a simple and easy-to-understand way. The videos were well-produced and informative, and they helped Google to position itself as a trusted source of information. The videos were also very successful on social media, generating millions of views and likes.

McDonald’s created a campaign called “My McDonald’s Story” that featured short videos of people sharing their personal stories about McDonald’s. The videos were heartwarming and relatable, and they helped McDonald’s to connect with its customers on a personal level. The campaign was also very successful on social media, generating millions of views and likes.

Netflix produced a series of short videos that promoted its new shows and movies. The videos were funny, engaging, and well-produced, and they helped Netflix to generate excitement for its upcoming content. The videos were also very successful on social media, generating millions of views and likes.

Best Practices and Advice for Effective Short-Form Video Marketing

Diving into short form? Awesome! But remember, while it’s short, it should be substantial. Here’s how:

Know Your Audience: Gen Z might love snappy edits. Boomers might appreciate the clarity. Knowing who watches makes all the difference.

Focus on Storytelling: Got 15 seconds? Make it a memorable 15. Create a journey, an emotion. It’s not about the duration; it’s about the depth.

Optimize for Mobile: Most of these videos are consumed on the go. So, ensure they look and feel great on mobile screens. Think visuals, sound, and yes, captions.

Include Clear Call-to-Action (CTA): After the video ends, guide your viewer. You may want them to visit a site, or drop a like. Be clear. Be compelling.

Test and Iterate: The beauty of digital? It gives feedback. See which videos pop and which flop. Then, create more of what works.


In a world where brevity is the soul of wit (and marketing), short-form videos reign supreme. They’re not just content; they’re conversation starters. As technology evolves and platforms change, one thing’s clear – short-form videos are here to stay. Brands not using them are missing out on quick, efficient, and effective ways to connect.

Additional Resources:

Deeper Dive: Video Marketing Mastery for those who want to up their game.

Tools & Tech: ClipGenius offers tools to make your videos stand out.

Learning Curve: Join Short-Video Masterclass Webinar and learn from the best in the business.

Get In Touch

  • This field is for validation purposes and should be left unchanged.