Video content has been around for a while, and it makes up a large part of digital media presences everywhere. The interesting thing about it it’s only getting bigger, by getting smaller. Over the last few years, we’ve been seeing a stark rise in video content that are 30 seconds to one minute long.
These shorter videos can effectively communicate its message while capturing and maintaining the viewer’s attention. Combine that with its versatility and capability of focused storytelling and impactful visuals, and you have a strong combination for online engagement.
This all started with the emergence of TikTok back in 2018, then grew to include other platforms like Instagram Reels and YouTube Shorts. Now these short- term videos are now becoming the biggest and best way to produce and consume digital media for companies and content creators alike. In fact, revenue from short-term videos is expected to make $10 billion by the end of the year.
How exactly has this happened? How did longer videos phase out and shorter videos come in? Not to be insulting to my fellow humans, but our attention spans in the digital medium has become shorter. People are on the go and consuming most of their videos on mobile devices. Add on to the fact we just have less time to consume media, longer videos aren’t quite cutting anymore. So, audiences are now seeking content that is short and quick to digest so they go through several of these shorts in quick succession.
This makes the video easier to share and easier make go viral, because it would take less time and effort to just bring up the video and watch it wherever you may be. That way, its viewership is larger, and it gains much more attention and engagement which, in the end is what all creators want.
We can just look at the numbers to see how short-term video content can benefit brands and creators:
First, 90% of people watch videos in their spare time, most of which on their phones and mobile devices. Like I’ve said before, people are on the go and they’re on their phones. Whether it’s at home, on the bus, or on the street, we are always on our phones. When I glance looks at what other people are watching, it’s either TikTok or YouTube shorts.
While they’re doing so, these short-term videos (90 seconds or shorter) have a 50% retention rate for the viewer’s attention. Plus, due to a phenomenon called “picture superiority effect”, the viewers retain 95% of the information presented in that format.
It looks like short video content is here to stay. With more and more brands looking to video platforms to market their products and services, it’ll take some titanic new form to replace it. For the time being it looks like video shorts is the medium of the future, so let’s create and get that engagement.
