Short Form Videos: Tips for Brands & Advertisers

Listen in as we share new research insights exploring consumer usage and attitudes, as well as tips for brands on ways to grow engagement.

The author(s)
  • Jamie Johnson Vice President, Media Development
  • Jessica Phan Senior Vice President & Senior Client Officer
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Consumers have endless options when looking to be entertained, from watching movies, playing video games, listening to music, scrolling through social media feeds to watching videos online. The short-form video landscape has evolved rapidly in recent years with the rise of platforms such as TikTok, Instagram Reels and YouTube Shorts. The ability to create and share videos quickly and easily, combined with the growing use of mobile devices and social media, has made short-form videos an increasingly important part of the digital landscape.

However, are viewers continuing to engage with short form videos? What are their expectations of short form videos? Are short form videos continuing to dominate or are they becoming static? And how best can brands leverage these platforms?

Listen in as Ipsos experts from our Media & Entertainment Platforms (MEP) Service Line share new research insights exploring consumer usage and attitudes, as well as tips for brands on ways to increase and grow engagement. Hear more about these key takeaways: 

  • Advertising and content created needs to fit within viewer defined window of less than three minutes and must be succinct and engaging
  • Educating consumers and viewers on best practices or ‘how-to-find’ topics of interests -- the algorithm needs to get this right -- as this will help increase usage, and potentially bring on new viewers of short form videos to the platform
  • Interest for creator led content is evident. Make it worthwhile by utilizing tips and how-to- advice content. If the interests and algorithms can get it correct, the audience is receptive!
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The author(s)
  • Jamie Johnson Vice President, Media Development
  • Jessica Phan Senior Vice President & Senior Client Officer

Media & Brand Communication