Short-form video (Reels/TikTok/Shorts) is the single highest-velocity channel for discovery and purchase inspiration today. Attention windows are tiny: under 90 seconds is where most product interest ignites, and viewers increasingly use short clips to research purchases. The practical implication is clear—brands need modular, vertical video that educates or demonstrates in 10–60 seconds, optimized for platform behaviour.
Create for the platform, not the channel. Native formats, native creators, and native cues (text overlays, quick CTAs, sound hooks) win. For product businesses, pair short videos with shoppable overlays and UGC (real customers demonstrating products). Social commerce is evolving beyond “click to shop” to integrated, entertaining shopping experiences inside apps; apps and marketplaces are building richer commerce layers that reduce friction between discovery and checkout.
Tactics that work: micro-campaigns driven by creator briefs (not scripts), rapid testing of thumbnails and opening hooks, repurposing long-form webinars into 6–30 second snippets, and pairing paid distribution with organic seeding. Track creative-level metrics (view-through, sound completion, swipe/CTA rate) and map them to downstream metrics (add-to-cart, assisted conversions).
One of the most underused levers is combining short-form ads with onsite social proof—embed the 15–30 second demo on product pages with testimonials and a short FAQ. That seamless path from scroll to trust speeds purchase decisions and increases AOV.
Bottom line: short-form video is not just awareness play—it’s a conversion engine when combined with shoppable features, UGC, creator partnerships, and intentional funnels. Brands that build a repeatable creative engine (brief → produce → test → scale) will convert attention into steady revenue growth.