Short-form video content like TikTok has seen explosive growth due to its engaging yet bite-sized format that caters to shrinking attention spans. This digest explores how short-form video is reshaping consumer behavior and company marketing strategies. It discusses how the authenticity and relatability of short-form videos helps form emotional connections between brands and audiences. Companies are leveraging short-form videos by partnering with influencers, responding quickly to trends, and gathering consumer insights to engage audiences. TikTok is highlighted as an example of a company that utilizes short-form video marketing well to reach a wide audience.

1. Short-form
Video content
“Reshaping Consumer Behavior and Company
strategies in the marketing landscape”
By: Uju Eze (133595215)
Digital Digest #3
MKM 915 SAA
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2. OVERVIEW
Post COVID-19 pandemic, digital content consumption has
assumed a new dimension. Among the many emerging trends,
short-form video content emerged as a dominant force. The
conciseness and engaging nature of Short-form videos, have
captured the attention of audiences worldwide. As consumers have
adapted to new digital behaviors, short-form video has become an
increasingly popular and effective way for companies to connect
with their target audience.
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3. 3

4. This digital digest explores the
significant impact of short-form
video content marketing post-
COVID on consumer behavior and
how companies are adapting their
marketing activities to leverage this
growing trend
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5. Short-form video content, exemplified by platforms like TikTok,
Instagram Reels, and YouTube Shorts, has witnessed explosive growth.
According to a recent HubSpot marketing report, short-form video is
the most popular and effective social media content format this year. So
it is not surprising that 33% of marketers plan to invest more in short-
form video than any other type of social media strategy . The
combination of bite-sized, visually captivating content and easy
consumption has struck a chord with users, spanning all demographics
and age groups.
THE EXPLOSIVE
NATURE
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FUN FACTS ABOUT
SHORT-FORM VIDEO
CONTENT
❏ According to demandsage.com, TikTok, the pioneer of the short-form video
content movement, has been the fastest-growing social media platform thus far,
generating 1.53 billion users in just seven years
❏ Wyzowl disclosed that 96% of consumers prefer to watch short-form video to
learn about a product or service
❏ Short-form video has the highest ROI as well as being the best format for lead
generation and engagement
❏ According to Hubspot, (30%) of all short-form videos are watched 81% of the way
through
❏ 47% of marketers agree that short-form videos are more likely to go viral
❏ According to statista, It is projected that by 2024, the average daily usage time of
the social short-video platform by U.S. adults will increase to 48 minutes

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Increased Attention Span
Short-form videos, ranging
from seconds to a minutes,
cater to shrinking attention
spans. This reshapes content
consumption, as audiences
actively seek engaging
content between daily
activities.
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Authenticity and
Relatability
Short-form videos attract
consumers with their raw,
unfiltered appeal. Brands
that embrace authenticity
and relatability in their
marketing approaches can
connect with audiences on
a deeper level, fostering
trust and resonance.
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Fostering Emotional
Connections
Skillfully designed short-
form videos evoke
emotions concisely.
Companies achieving this
emotional connection
forge lasting bonds with
their target audience.
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IMPACT ON
CONSUMER
BEHAVIOR

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➔ Innovative companies are harnessing the potential of short-form videos to
present their products, services, and brand values in refreshing ways to enhance
engagement and cultivate strong brand loyalty.
➔ Partnering with influencers and content creators on short-form video platforms
has emerged as a potent marketing strategy, facilitating seamless product
integration, expanding brand reach, and driving sales.
➔ The immediacy of short-form videos enables companies to stay relevant in real-
time, enabling swift responses to trending topics and events, gather valuable
insights into consumer preferences and behaviors, enabling precise targeting
and personalized content delivery.
IMPACT ON
COMPANY
ACTIVITIES

10. TikTok is a exemplary company that utilizes
short-form video content for marketing. With
videos ranging from 15 to 60 seconds, it
attracts a vast audience of all ages. Brands
leverage TikTok's creative features to make
captivating videos aligned with their brand
identity. By showcasing products innovatively
and collaborating with influencers, companies
reach a wide and engaged audience. TikTok's
interactive platform fosters a sense of
community around products, connecting with
younger demographics and rapidly increasing
brand awareness.
COMPANY THAT
SUCCESSFULLY
LEVERAGES SHORT-
FORM VIDEOS

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CONCLUSION
The pandemic tremendously affected consumer behavior, prompting both consumers
and businesses to adopt new digital practices. As consumers shifted away from
traditional shopping habits, ecommerce experienced rapid growth and digital adoption
accelerated significantly. As companies respond to these changes, short-form video
content has emerged as a vital tool for customer engagement and brand loyalty. By
creating captivating and easily consumable content tailored to their target audience,
businesses can harness the potential of short-form videos to boost engagement and
foster business growth.
It is imperative for companies to embrace this trend and invest in producing high-
quality short-form videos that can position them for success in the years to come.