By Janron Tadao, Contributing Author, in collaboration with Javious

Lead analysis and framework, produced with Javious's marketing team.

For a long time, whenever I brought up "short form video" in a strategy meeting, I could practically see the thought bubble appear over my client's head. It was filled with images of teenagers doing elaborate dance challenges and whatever fleeting internet trend was popular that week.

If that sounds familiar, let’s have a frank chat. After more than two decades in this game, I've seen countless platforms rise and fall. Dismissing TikTok, Reels, or Shorts as just a playground for Gen Z is like ignoring the rise of the internet back in the late 90s. Empirical studies have confirmed what we in the field have known for a while. These videos are incredibly effective storytelling tools that foster real emotional connection and get much higher engagement than a simple picture ever could.

Short form video has grown up. It's moved out of its parents' basement and is no longer just about going viral; it’s about being valuable. It has quietly become one of the most sophisticated channels we have for storytelling, education, and even customer support.

From Fleeting Fad to Foundational Pillar

Think about your own habits. We all live in a world of endless scrolls, where our attention is the most valuable currency. Research on media consumption backs this up completely, showing that our attention spans online have shortened. We now favor brief, visually engaging content that gets straight to the point. Short form video was practically designed for this reality.

But its evolution isn’t just about getting shorter. It's about delivering real depth, concisely. It aligns perfectly with modern attention habits by providing that immediate hit of information or entertainment. Marketing strategy literature now positions this kind of video as a vital entry point in a brand’s world. It isn’t the whole story, but it’s often the front door. It’s the hook, the handshake, the thing that earns you the right to a deeper conversation and guides people to your website, your blog, or your products.

Stop Chasing Virality, Start Delivering Value

Let's get one of the biggest hurdles out of the way. The obsession with "going viral" is holding so many brands back. A viral video is a lightning strike. It’s exciting and brings a surge of attention, but it’s unpredictable and often driven by algorithms you can't control. Academic marketing literature strongly supports a different approach. Consistent, value driven content is what leads to sustainable brand equity. In simple terms, it builds a brand that lasts.

Instead of trying to ride the wave of the next trending sound, shift your focus. What are the questions your customer service team gets every single day? Research shows credible, informative micro content builds long term trust, while viral success is often just a flash in the pan.

A SaaS company I worked with started a "30 Second Productivity Hack" series. It wasn't flashy, but their engagement from actual users shot up. Think about your world. If you run a bakery, you could offer "Quick Tips for a Perfect Sourdough Crust." Showcase a transformation. A video of a messy room becoming organized demonstrates your value without a hard sell. When you build a reputation for being helpful, you attract an audience that sticks around. And that audience is far more likely to become customers.

The Untapped Goldmine: Your Team

In a world that feels increasingly automated, people are starved for genuine human connection. Your brand's greatest asset for creating that connection is often sitting right in the next room: your team. Research into brand authenticity makes this crystal clear. Featuring employees and showing what happens behind the scenes boosts consumer trust and relatability.

People connect with people, not logos. Seeing the faces behind the brand makes you approachable. This human element strengthens your perceived sincerity and builds an emotional connection, turning passive viewers into an engaged audience. You could show a glimpse of your process. Let people see the brainstorming session or the hands on work of crafting a product. It demystifies what you do and highlights the real human effort involved.

You don’t need a Hollywood budget for this. A smartphone and decent lighting are all it takes. The goal is to be real, not perfect.

Let Your Customers Tell Your Story

Here’s a hard truth of modern marketing: what other people say about your brand is infinitely more powerful than what you say about yourself. This is where User Generated Content or UGC becomes your secret weapon. Scholarly sources have demonstrated that UGC is among the most powerful forms of social proof available to us.

When a customer loves your product enough to create a video about it, that’s the most authentic endorsement you could ever ask for. Empirical evidence shows that this kind of content enhances trust, boosts community engagement, and directly impacts a person’s intent to buy something.

The easiest way to start is by creating a simple, branded hashtag. Then, build a campaign around it. You could run a contest asking users to submit videos. Give people prompts. Ask them, "Show us how you use our product in your morning routine!" When you regularly share the best UGC, always with permission, you're not just getting free content. You're creating a community and turning customers into advocates.

The Scroll Is Yours to Win

This shift to short, valuable video isn't just a passing phase; it's a fundamental change in how we all communicate. It's an incredible chance to connect with your audience in a way that feels more direct, authentic, and helpful than ever before.

So, let's stop thinking about it as a platform for dance trends and start seeing it for what research shows it is: a powerful extension of your brand’s true voice and a strategic starting point for your customer's journey. The landscape of attention is unforgiving, but it also offers immense rewards. The only real question is, are you ready to tell your story?

Reference 

1. Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. 

2. Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569.

3. De Veirman, M., Hudders, L., & Nelson, M. R. (2019). What is influencer marketing and how does it target children? A review and direction for future research. Frontiers in Psychology, 10, Article 2685.

4. Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., … & Williams, M. D. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.

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