Why you need to master short-form video, like, yesterday

It's no secret that video content rules the world right now.

Over the last few years, we’ve watched it go from a nicety to an absolute must-have for brands looking to keep up.

Short-form video, or video content that lasts 30 seconds or less, has rapidly become one of the most popular forms of content on social media.

It's a way to communicate with your audience that’s both quick and easy to understand.

According to HubSpot research, 80% of marketers that utilised video saw increased sales. If you want to reach your audience where they are online, short-form is one of the best ways to do so.

If your brand isn’t on board yet, I’d say it’s high time to do so, or risk being left behind.

But, why does short-form video have us all in a virtual chokehold?

There’s a reason such a thing as a 'scroll-hole' exists. And it’s usually not because of static imagery. Again, no offence, there’s still value in such content.

However, short-form video is basically a dopamine jackpot. These little clips are fast, engaging and feel endlessly fresh – exactly what today’s overstimulated audience craves.

People often scroll like they’ve reached the Evil Demon Monkeys part of Temple Run. This means you have a split-second to capture their attention. No pressure.

But this is where your brand actually benefits.

Short videos pack a punch, distilling your message into seconds rather than dragging viewers through the mud to get to the point.

With platforms like Instagram, TikTok, and YouTube Shorts pushing video-first algorithms, short-form content doesn’t just get your message out there. It puts it front and centre on the feeds of your target audience.

What also makes short-form video so effective is its shareability and the potential for virality. Because these videos are quick to watch, they’re often shared widely, increasing your chances of reaching an audience outside your followers.

However, all of this is contingent on whether you’re making good content.

Luckily, short-form videos allow you to experiment and iterate quickly. You don’t need to spend weeks producing a polished, high-budget ad.

With the tools available today, you can shoot, edit, and post content in the same day. This allows you to test different approaches, understand what resonates with your audience, and then build on that success.

Want to play with humour one day, try storytelling the next? Short-form lets you do it all—and it’s much more forgiving if you stumble along the way.

Plus, the engagement game here is no joke. Every like, share, and comment boost the chances of your content being pushed to new users. And every time your video gets even a whiff of virality, your audience expands. That’s exponential growth in action, folks.

Getting short-form video right is all about authenticity, clarity, and creativity.

Here are the essentials every brand should nail down before hitting record:

1. Focus on your hook. 

The first three seconds? Treat them like gold.

This is where you stop people from scrolling away, so make it engaging as heck. Ask a bold question, toss in a surprise, or go for a visually compelling opener—whatever it takes to keep those thumbs from swiping on.

2. Experiment with different content styles. 

Short-form is all about letting loose and trying new things.

Test out different styles: humour, storytelling, challenges, you name it. Forget about perfection—this format is your playground to be messy, human, and real. The more you experiment, the better you’ll get at pinpointing what makes your audience engage.

3. Keep an eye on your results. 

The beauty of short-form is you can learn and adjust on the fly.

Post, then go straight to your metrics and see what worked. Which videos had the most views? Which ones had viewers replaying them (because yes, that’s a win)? Use this data to refine your future content.

If you’re looking to connect fast, build engagement and grow your brand, this medium should be a major focus for your brand.

In 2024, short-form video is the new lingua franca. It’s the way people communicate, learn, and interact online. And if you aren’t on the bandwagon, you risk losing valuable touchpoints with your audience.

Mastering short-form video isn’t just a trend—it’s a way of keeping up with an audience that moves fast.

I know this is all easier said than done – the world of video can be daunting, and it can feel impossible to know where to even begin.

This is why we're so excited about our Cohort community.

It's a place where we'll teach you the short-form video strategies we’ve used to build our audience of 2.3 million.

We're on the platforms all day every day. And inside The Cohort, we're sharing our learnings about what is working on these short-form video platforms right now.

Members of The Cohort can join weekly calls with our team and get personalised feedback on each piece of content they create.

You can also post your content in the chat at any time to get it critiqued by our team and the wider Cohort community.

Lifetime access to The Cohort is $5990. If you're interested in mastering short-form video once and for all, you can find out more right here:

-Sophie, Writer