Short video – the phenomenon transforming marketing

In 2025, short-form video became the undisputed leader in the world of digital marketing. Platforms such as TikTok, Instagram Reels, YouTube Shorts, and Facebook Reels attract billions of users, and brands are using them to build reach, engagement, and sales. Where does this popularity come from, and how can you effectively use this format in your marketing activities?

Why are short videos so effective?

  • Shrinking attention spans The average internet user's attention span today is just 8 seconds. Short videos (15–60 seconds) are a perfect fit for this trend – they are fast, to the point, and instantly engage the viewer.
  • Higher engagement and more shares Research shows that short video generates higher engagement rates than static posts or longer videos. They are easy to share, which increases the chances of a viral effect and rapid growth in reach.
  • Better retention and message effectiveness Short videos force clarity of message – marketers focus on one strong point, which increases memorability and the effectiveness of campaigns.
  • Authenticity and a low barrier to entry Short video doesn't require large budgets – a smartphone and a creative idea are enough. Thanks to this, even small brands can compete with the biggest players.
  • Ease of creation and repurposing You can quickly cut longer materials into short clips, create teasers, or encourage participation in challenges and trends.

How to use short videos in marketing?

  1. Start with a strong hook The first 3 seconds decide whether the user will watch the video to the end. Surprise, amuse, or intrigue – use a striking image, a question, or a dynamic scene.
  2. Focus on one clear message Each video should tell one story or present one problem and solution. A simple formula: problem → solution → call to action.
  3. Show the product in action Demonstrations, tutorials, tests, and reviews in short form are extremely effective. Show how your product makes life easier or solves a real problem.
  4. Use trends and music Engage in popular challenges and use trending sounds and effects – this increases the chance of reaching a wider audience.
  5. Encourage interaction and user-generated content Ask your audience to record their own videos with your product, organize contests or challenges – user-generated content builds authenticity and trust.
  6. Optimize for the platform Create vertical videos (9:16) and remember subtitles – most users watch video without sound.

Examples of effective short-form video campaigns

  • Koala x Vidico A humorous film comparing the comfort of Koala products with other solutions. The simple, funny message made the video eagerly shared and memorable.
  • Coinbase – Less Talk, More Bitcoin A minimalist spot with a QR code that attracted millions of viewers during the Super Bowl and caused the app to overload. Proof that simplicity and curiosity work.
  • GoPro – Fireman Saves Kitten A short, emotional video showing a real rescue operation. The film gained enormous popularity thanks to its authenticity and the power of emotion.

Fun fact

In 2025, more than 80% of all internet traffic is video, and as many as 72% of consumers say they most enjoy discovering new products through short videos. More than 60% of Gen Z representatives use TikTok and Reels for searching and making purchasing decisions.

Summary

Why short videos are conquering marketing: the most important reasons

Short videos are today the most effective marketing tool – they attract attention, build engagement, and allow for quickly reaching a wide audience. Their power lies in simplicity, authenticity, and the ability to quickly respond to trends. It's worth experimenting with this format, because it is precisely this that is shaping the future of brand communication online.

Company information

No information about a specific company or brand in the article.

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