Short-form video content has become a major trend in the quickly changing social media landscape, this has made platforms like TikTok, YouTube, and Instagram crucial, presenting both new opportunities and difficulties for marketers and content creators.

The emergence of short-form video content, its significant effects on user engagement and a successful case study are examined in this article.

The Rise of Short-Form Video Content

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The power of short-form video content cannot be ignored.TikTok videos, Instagram Reels and YouTube Shorts continue to revolutionize how brands connect with their audiences. (Forbes,2024). Below are the latest industry updates related to popular short-form video content.

Instagram Reels

According to a survey conducted in March 2024 among 1,000 Americans over the age of 16, 37% of Instagram users watch Reels daily, while 78% watch them monthly. This highlights the platform’s significant user engagement and daily relevance. The survey also reveals that Instagram Reels is impacting TikTok’s engagement, as 26% of Instagram Reels users do not even open TikTok. This shift indicates that Reels is not only retaining users but also drawing them away from competing platforms, showcasing its growing influence and importance in the short-form video content market (Digital Information World, 2024).

Youtube Shorts

Similar to Tiktok, YouTube has officially added picture-in-picture viewing for Shorts, providing a convenient way to consume Shorts content. Additionally, YouTube is testing new features such as the ability to mention other users in comments and offering Shorts downloads for Premium members. These features set YouTube Shorts apart from competitors by enhancing user interaction and providing exclusive benefits to Premium members, thereby strengthening its position in the short-form video market (Social Media Today, 2024).


TikTok has more than 1.5 billion monthly users (and counting), making it a great channel for marketers to engage and influence using video content. (Digital Marketing Institute, 2024).

TikTok continues to redefine the short-form video experience, attracting users worldwide who seek entertainment, education, and creative expression. While TikTok has been immensely popular on mobile devices, it now extends its appeal to larger screens and foldable devices with enhanced optimization.

TikTok’s latest update enhances the user experience on tablets and foldable gadgets with a refined video feed, sleek navigation bars, and support for landscape and portrait orientations. In addition, users can now view Tiktok videos in a small window format on their desktop while working on other projects. These improvements ensure clearer content viewing and effortless browsing, enriching user interaction across diverse video categories like Gaming, Food, Fashion, and Sports. (TikTok, 2023)

Impact on User Engagement

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A recent report from short-form video editing platform Munch, analyzes the growing importance of short-form video marketing in 2024. According to the report, 85% of viewers prefer videos that are 15

seconds or less, highlighting the growing demand for short, engaging content. In addition, It has been discovered that long-form videos garner 2.5 times less interaction than short-form videos. (Munch, 2024)

Because video storytelling combines acoustic, visual, and narrative elements into a single, immersive experience for the viewer, it is far more powerful than storytelling through still images. With text, you can only tell a story; with a static image, you can just provide a visual. Video allows you to create captivating stories in stunning settings and engages more senses than other mediums. You can even more effectively grab the attention of your audience by incorporating voiceovers, music, or cinematography. (Fast Company, 2024)

Case Study: Successful Short-Form Videos

Recently, The Joe & The Juice Tunacado sandwich has become incredibly popular on TikTok. Through short-form videos, fans have eagerly shared the sandwich’s recipe along with ASMR videos of them opening the famous packaging and trying the sandwich. The sandwich’s popularity stems from its mouth watering flavor as well as its eye-catching appearance and simplicity of preparation, making it an ideal subject for short, interesting videos that go viral on sites like TikTok.

Joe & The Juice’s Tunacado sandwich represents a stellar case study in harnessing the potential of short-form video to achieve global visibility and heightened customer interest. By capitalizing on the viral nature of platforms like TikTok, the brand has effectively showcased the sandwich’s appeal through engaging, user-generated content. This strategic use of short-form videos has not only amplified Tunacado’s popularity but also solidified Joe & The Juice’s presence in the competitive food and beverage market, demonstrating the powerful impact of digital marketing in driving brand awareness and consumer engagement.


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he emergence of short-form video content on social media platforms such as YouTube Shorts, Instagram Reels, and TikTok signifies a paradigm shift in user engagement and social media marketing. These platforms present distinctive chances for marketers to establish genuine and inventive connections with their audience.

For organizations hoping to succeed in the digital era, keeping up with trends will be essential as short-form video content continues to develop. The key to the future of social media marketing is to fully embrace the possibilities of short-form video and use it to build enduring relationships with customers.


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Dodds, D. (2024, March 20). Short-Form Video Content: Capturing Attention In The Digital Age. Forbes. on-in-the-digital-age/

Hall, J., & Hall, J. (2024, June 13). The power of video content: Boosting social media engagement through visual storytelling. Fast Company. through-visual-storytelling

Hutchinson, A. (2024, June 27). YouTube tests Picture-In-Picture viewing for shorts, channel mentions in comments. Social Media Today. 720118/

O’Rourke, Z. (2024, May 21). How to use Short-Form Video in Digital Marketing. Digital Marketing Institute.

State of Short-From Videos 2024. (n.d.).

TikTok. (2023, December 18). TikTok upgrades app experience for larger devices. Newsroom | TikTok.