Tik-Tok, Tik-Tok.
Who’s there?
Attention Span.
Attention Span who?
(Yes, you are right. Attention span left the chat before they could ask more questions.)
By now, we are all familiar with the fact that our attention spans are shrinking with every passing minute. At first, it was just TikTok, then Instagram reels, until YouTube and Facebook followed suit as well. And that’s how we came to this point, a world where we spend most of our time moving from one mobile app to another. So, how do we as communicators navigate this new world?
Tap Into the Power of the Snippet: Why Short-Videos Work
Beyond the fact that they are an easy distraction, several other factors have contributed to the exponential growth of short video content:
1. My Way or Highway: Instant Gratification
Be honest. Do you have those ten-minute reminders on Instagram? (Maybe 30 minutes? No? Wow aren’t you blessed with the best self-control abilities!) But the rest of us, the weaklings with ten-minute reminders or maybe more, we know what instant gratification is. We need things to be super short and crisp, we want them to cater to our needs in as little time as possible.
According to a study, the average human attention span has dropped to 45 seconds. (Yes, the 8.25-second stat had no basis, it’s about time we move on from it.) This statistic aligns with the current fast-paced world where we need everything to be short, crisp, and digestible.
2. ACGV: Anybody Can Go Viral!
In this economy, all of us at some point have thought about turning to content creation as a career. I mean we have all got mobile phones and a pretty decent internet connection, and that’s all you need to create content that might go viral, who knows!
So basically, platforms like TikTok and Instagram Reels have democratized content creation, allowing anyone with a smartphone to become a creator. This accessibility has led to a boom in the number of creators across the world. The result? We have content for almost everyone.
2. Marketers Are Jumping On the Short Video Wagon:
You remember when Barbie-themed content took over your entire feed? (Of course, you do.)
I hope you agree that Oppenheimer lost to Barbire because of the iconic marketing (not ideal for cinema, but let’s stick to marketing here.) One reel to another short, it was either someone dressing up as Barbie or some brand tapping into the trend. And it’s safe to say that it worked wonders!
Research says that 25% of marketers are aiming to invest more in short-form content in 2024. Therefore, brands have quickly recognized the potential of short videos as powerful marketing tools. Companies are leveraging influencers and viral trends to promote products and services, often achieving higher engagement rates compared to traditional advertising methods.
3. Bite-sized Learning:
Beyond entertainment, short video platforms are becoming valuable educational resources.
Louder for the K-pop fans in the back. You know what we are referring to here. The hajima (don’t do it) reel. It surely is a fun way to learn a new language!
From quick language lessons to science experiments, these videos offer bite-sized knowledge that is both accessible and engaging.
Conlcusion: Short Form Has Come to Stay
The rise of short video content marks a significant shift in digital media consumption. As we continue to navigate this dynamic scenario, it’s essential to understand the rationale behind the success of short-form content to harness the benefits while addressing its challenges.
By embracing novel content formats like this, we can foster a more inclusive and dynamic global community, one short video at a time.
