As our attention span wavers, short-form content surges. Short-form content is taking the reins across content marketing formats, with 29% of marketers using short-form videos and images. We’ve seen a rise in Instagram Reels and YouTube Shorts; however, TikTok remains the OG of all short-form content. It is estimated that TikTok’s user base will reach an impressive 2.35 billion by the end of 2029. 

The ease of scrolling on platforms like TikTok, where users are constantly engaged by filters, effects, and trending audio, results in minutes turning into hours of scrolling. This bite-sized content is designed to be memorable, keeping users hooked. We'll grab that chance if there is any excuse to use our phones and to put this into numbers 90% of Brits stated they can’t go a day without their mobile. 

4 Brands Using Short-form Content to Hook Their Audience

We’re going to delve deeper into the brands perfecting short-form content. Let’s hope your attention lasts until the end of the blog! 

Duolingo 

Everyone’s favourite language-learning platform has taken over TikTok with its videos. Their owl’s personality is humourous, sassy, and unhinged. 

If there are any trends you have seen on your FYP, then best believe Duo has already jumped on the bandwagon. Duo cheekily replaced Ryan Gosling in movie edits with Margot Robbie, which attracted lots of attention. The Barbie movie campaign was nothing short of a marketing genius. Their breadcrumb marketing strategy created high levels of anticipation and a buzz leading to the release of the movie. So, for brands like Duolingo, this was a perfect opportunity to jump on the most trending topic of the time and incorporate their owl. Leading audiences to obsess over the merging of Duo and Barbie - a force to be reckoned with. 

Dunkin’

Celebrity endorsement has worked wonders for Dunkin’, thanks to their recent partnership with Sabrina Carpenter. I mean, could anyone say no to Sabrina? Following the release of her viral song ‘Espresso’, it seems that everyone is now a fan of Sabrina. And Dunkin’ has proved their fan loyalty by releasing their new ‘Brown Sugar Shakin’ Espresso’.

A 30-second video took over Dunkin’s TikTok, Instagram, and YouTube as they launched their 

Shake that Ess’ campaign. The video features Sabrina shakin’ an espresso with a cheeky innuendo reference throughout. This resulted in 93% more people watching the entire ad - who would skip an ad of Sabrina shakin’ her ess?

Ryanair 

Another brand utilising humour is Ryanair. Their tone of voice is witty, direct, and consistent. Combining current memes with short-form videos is the method that has accelerated Ryanair’s marketing. Through memes, the brand speaks the language of Gen Z when using phrases such as ‘POV’, ‘rizz’, and other colloquialisms. Using language that resonates with Gen Z will attract the right sort of attention to your brand from a loyal customer base. Impressions bounced from 2 million to 11 million on their Instagram, clarifying that Ryanair clearly knows what they are doing. 

Ryanair has hit the nail on the head with its ‘low cost, high reach’ marketing strategy.

Scrub Daddy

Before appearing all over our FYP, we first saw this smiley sponge on Shark Tank.

The world’s most loved sponge is the first to jump on every TikTok trend. Guess this explains how a sponge can have 4M followers. Scrub Daddy is definitely a brand that doesn’t take itself too seriously. Gen Z is fond of ‘self-aware’ content, and Scrub Daddy’s social media team credits this type of content for their TikTok growth. 

User-generated content (UGC) is also aiding Scrub Daddy in gaining attraction and awareness for the brand. A certain niche of influencers who love all things cleaning, ‘CleanTok’, are to thank for their UGC. 

So, your brand should focus on creating short-form content combined with a playful tone of voice. 87% of marketers state the positive impact of short-form video on their ROI. Short-form content is becoming the most popular type of content as audiences appreciate receiving information in easily digestible bursts. Instilling short-form content at the heart of your business will benefit your brands in many ways, including sparking engagement, maintaining relevancy, and increasing interactions. 

Do you need help polishing your content? Well, luckily for you, you’re in safe hands with us! Have a look at our services, including Paid Social, Copywriting, and UGC Video services.