Short-form video is dominating—but most brands are using it wrong

Short-form video is everywhere.

TikTok. Reels. Shorts.

And by now, every brand knows:

“We need to be doing video.”

So they start posting.

More content. More clips. More edits.

But results?

Still inconsistent.

Because the problem isn’t adoption.

It’s execution.

the shift: video is no longer a format—it’s the default

Short-form video isn’t a trend anymore.

It’s the primary way content is consumed.

Platforms are prioritising it.Users expect it.Algorithms are built around it.

Which means:

If your content isn’t built for video—it’s already at a disadvantage.

why most short-form content underperforms

1. it’s created like an ad

Most brands treat video like:

• A polished production

• A mini commercial

• A brand showcase

But short-form video doesn’t work like that.

It’s not watched like an ad.

It’s consumed like content.

2. it prioritises visuals over message

Good editing doesn’t guarantee performance.

You can have:

• Smooth transitions

• Clean cuts

• High-quality footage

And still lose attention in seconds.

Because what matters first is:

What are you saying—and why should I care?

3. it ignores the first 3 seconds

This is where most videos fail.

If the opening doesn’t:

• Capture attention

• Create curiosity

• Signal relevance

The video is skipped.

No matter how good the rest is.

4. it’s built for the brand—not the viewer

Many videos answer:

“What do we want to say?”

Instead of:

“What does the viewer want to see?”

That disconnect kills performance.

what’s actually working now

1. strong hooks over strong visuals

The first line matters more than the entire edit.

Examples:

• “Most businesses get this wrong…”

• “If your ads aren’t working, this is why…”

• “Here’s what no one tells you about…”

Clear. Direct. Immediate.

2. clarity over creativity

Simple videos with clear messaging outperform complex ones.

Because users aren’t analysing.

They’re scrolling.

3. content that feels native

High-performing videos don’t feel like ads.

They feel like:

• Insights

• Observations

• Real conversations

That’s what keeps attention.

4. repetition and iteration

One video won’t “work”.

High-performing brands:

• Test multiple hooks

• Repeat winning formats

• Refine based on behaviour

Consistency beats one-off virality.

the role of short-form in the funnel

Most businesses misunderstand this.

Short-form video isn’t just for awareness.

It influences:

• Perception

• Trust

• Decision-making

Before someone ever clicks, enquires, or buys.

what this means for your strategy

If you’re using video, shift from:

• “How do we make this look good?”

  
  

  to

• “How do we make this impossible to ignore?”

From:

• Brand-first

  
  

  to

• Viewer-first

From:

• One-off content

  
  

  to

• Repeatable systems
  

the 72 social perspective

At 72 Social, short-form video isn’t treated as content.

It’s treated as a performance channel.

Because:

• Attention is measurable

• Retention is trackable

• Messaging can be tested in real time

And the brands that understand this—

Win consistently.

final thought

Short-form video is dominating.

But simply using it isn’t enough.

Because right now:

The gap isn’t between brands who do video and those who don’t.

It’s between those who understand how it works—

And those who are just posting.