Why We Love Bite-Sized Videos

Let me inform you essentially the most difficult a part of my job. Usually, I’ll delete TikTok and Instagram from my telephone as a result of I can not assist however waste time endlessly scrolling by means of these apps, watching dozens of short-form movies in a single sitting.

Then, like clockwork, I redownload these apps as a result of I have to write about them for work. Thus, the cycle of infinite scrolling continues.

Certain, I might blame the character of the job, however my infinite scrolling stems from the truth that I like short-form movies.

And I am not the one one. 73% of shoppers choose to observe short-form movies to study a services or products, and 56% of entrepreneurs reported that short-form video was the highest pattern they deliberate to put money into in 2024.

So, why are short-form movies so standard? Turns on the market are a number of causes, one among which concerned a little bit of psychology. Let’s get into it!

What are short-form videos?

Why are short-form videos so popular?

What are short-form movies?

Brief-form movies are movies which might be lower than 60 seconds in length. Nonetheless, some entrepreneurs and content material creators agree that short-form movies might be as much as 3 minutes. However, in order for you my opinion, I’d stick with the 60-second rule.

I take this stance as a result of consideration spans are getting shorter, however we’ll get into that later.

Anyway, short-form movies ship data in a digestible, bite-size format so viewers can shortly watch and bookmark the content material in the event that they’re on the go or watch it a number of instances.

Why are short-form movies so standard?

There are a number of causes short-form movies are extra standard than ever amongst shoppers and entrepreneurs, and I‘ll go to these in a bit. For now, I need to get into the psychology of all of it—that’s why we’re right here, proper? Stroll with me.

Shopper Consideration Spans are Shrinking

Science tells us that one of many essential causes we love short-form movies is that our consideration spans are getting shorter and shorter.

Dr. Gloria Mark, a psychologist, lately wrote a ebook known as Attention Span: A Groundbreaking Way to Restore Balance, Happiness, and Productivity, and he or she says her analysis signifies individuals’s consideration spans have been shrinking over the past 20 years.

Dr. Mark shared her findings on Speaking of Psychology, an American Psychological Affiliation podcast.

Her findings got here from a decades-long experiment she participated in, which was first carried out by shadowing contributors and monitoring their actions by way of stopwatches.

“We’d document the beginning time and the cease time,” she mentioned.

She explains, “So that you’re on a display screen the place you are working in a Phrase doc. As quickly as you get to that display screen, we click on begin time. As quickly as they turned away and checked the e-mail, we clicked cease time for the Phrase doc and begin time for the e-mail.”

Over time, logging methods grew to become extra refined as expertise superior, and it solely made the sample of shrinking consideration spans clearer.

“So again in 2004, we discovered the common consideration span on any display screen to be two and a half minutes on common,” Dr. Mark recollects in the course of the interview. “All through the years, it grew to become shorter. So round 2012, we discovered it to be 75 seconds.”

Dr. Mark says the quantity continued to dip because the years went on.

“After which within the final 5, six years, we discovered it to common about 47 seconds—and others have replicated this outcome inside a number of seconds. So it appears to be fairly sturdy,” she says.

And this pattern of dwindling consideration spans is affecting how we eat content material. And I am not simply speaking about social media movies — even tv and movie pictures are getting extra transient, in accordance with Dr. Mark.

“They began out for much longer. They now common about 4 seconds a shot size,” she says. “Should you watch MTV music movies, they are much shorter. They’re solely a few seconds. So we have grow to be accustomed to seeing very quick shot lengths once we take a look at TV and movie.”

Dr. Mark explains in the course of the interview that it‘s a rooster vs. egg scenario — she’s not sure which got here first or what’s influencing the opposite.

Nonetheless, the very fact stays that we‘re turning into extra accustomed to shorter bursts of content material, and it’s bleeding into the form of content material we eat and what’s being created.

Research discovered that the majority shoppers will solely watch a whole video if it is lower than 60 seconds long. Then you will have apps like TikTok, YouTube Shorts, and Instagram Reels that push short-form movies to customers in an infinite scroll format.

Moreover, our 2024 Advertising Traits Report discovered that nearly a 3rd of promoting professionals say their firm will leverage short-form video content material in 2024, and 53% mentioned they’re going to increase their funding within the content material sort this yr.

This is smart since most entrepreneurs in our survey say short-form video content material yielded them the best ROI final yr.

In case you are curious, listed below are a pair extra the reason why many people love short-form movies.

1. They’re cost-effective and simpler to create than long-form movies.

With long-form movies, entrepreneurs and creators should work additional exhausting to maintain their viewers engaged. Meaning strengthening the content material with dynamic pictures, mood-setting music, and an extended however compelling script.

All that takes extra time, effort, and (most significantly) cash.

Brief-form movies are extra to the purpose and infrequently require fewer frills to be efficient.

For instance, language studying platform Duo Lingo’s TikTok account has over 10.8 million followers and is without doubt one of the most well-known accounts on the app on account of its brief, humorous, and barely unhinged movies.

Its hottest video has 57.7 million views and is tremendous easy by way of execution.

It reveals a plushy of the Duo Lingo owl getting tossed down the steps on the firm’s workplace, sitting exterior on a wet day, and getting soaked in a bathe.

The caption of the video is “Whenever you ignore my notifications.”

The video was clearly shot on somebody’s smartphone with out fancy angles or lighting. The music is from a viral track already accessible by way of its sound archives. So easy, so low cost, but so efficient.

2. They’ll present precious data in a brief period of time.

In accordance with a latest Adobe Survey, 2 in 5 People use TikTok as a search engine, and practically 1 in 10 Gen Zers usually tend to depend on TikTok than Google as a search engine.

I even discover myself taking to TikTok to search for recipes or work out the right way to type a denim maxi-skirt (the trick is to experiment with completely different layers and silhouettes).

Between work, household, hobbies, and relaxation — time is treasured, and short-form movies permit us to soak up the knowledge we want in below a minute. Who does not love that?

3. You’ll be able to watch them nearly anytime, anyplace.

Bored on the practice downtown? Scroll by means of TikTok. Have to kill a while in between courses or appointments? Pull up YouTube Shorts or Instagram Reels in your telephone.

Wish to use your 5-minute break between conferences to determine why everyone seems to be speaking in regards to the newest JLo documentary? Let’s circle again to TikTok.

Brief-form movies are straightforward to observe nearly anyplace and anytime from our smartphones.

Not solely is that this handy for shoppers, however it additionally helps entrepreneurs as a result of it means we are able to repurpose our content material on varied platforms understanding somebody will see it from someplace.

There are completely different causes to like short-form movies.

Some causes are just a little extra regarding than others (severely, why are our consideration spans so brief?), however irrespective of the explanation, the very fact stays the identical —brief types aren’t going away anytime quickly.