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The digital world has never been louder. Everywhere we turn – Instagram, TikTok, YouTube Shorts – we’re bombarded with content. In this flood of information, attention spans have changed – but why? Few people linger over long ads or drawn–out brand stories. Instead, they consume content in fleeting moments – waiting for a bus, queuing for coffee, or winding down at night. Mobile devices mean we now consume digital content during windows of time woven into our daily lives.
This is why short–form video dominates. Platforms now prioritise snackable, high–impact clips that deliver that dopamine hit in seconds. TikTok set the pace, Instagram and YouTube followed, and brands are expected to keep up. At Fenti, we see this not as a threat, but as a chance to reimagine storytelling.
The question is no longer should businesses embrace short–form – it’s how to make those precious seconds count. Short–form can be powerful, but it demands a tailored approach.
Clarity comes first
With just 10–30 seconds to capture your audience, ambiguity has no place. Messages must be distilled to their essence, like a headline that stands alone. A café, for example, can artfully present steam rising from a fresh latte in three seconds – paired with a single, powerful line of text. Viewers don’t want context later; they want meaning and impact now!
But clarity should never mean dullness. Short–form thrives on energy and immediacy. Each platform has its own culture. TikTok, built on trends and authenticity, rewards snappy edits, popular sounds, and everyday relatability. Instagram Reels lean into polished visuals, while YouTube Shorts often serve as entertainment and discovery gateways. What unites them is the demand for instant impact – not gimmicks or louder noise, but concise storytelling that stops the scroll.
Consistency builds recognition
One viral clip can spark attention, but recognition comes from consistency. That doesn’t mean producing daily from scratch. Instead, efficiency lies in repurposing. For example, a 30–minute podcast can yield a dozen Shorts. A behind–the–scenes brand video can be split into snippets showcasing products, people, or processes.
Repurposing multiplies reach and keeps your brand visible. Different clips resonate with different audiences, and platforms reward frequency. Did you get that? I’ll say it again – platforms reward frequency. The more your content engages, the longer their platform enjoys traffic (and serves ads!). But repurposing must be intentional. Long–form content rarely transfers directly; it must be reframed. A podcast quote might need subtitles for Instagram. A funny moment may need faster pacing for TikTok. Every second counts, so every edit should feel deliberate.
Authenticity over generic messages
A risk of condensing content is oversimplification – flattening messages until they lose meaning. The antidote is human connection. The most effective short–form feels genuine, whether through humour, vulnerability, or relatability. A 20–second clip doesn’t need to tell your whole story – it just needs to spark curiosity to learn more.
Even in micro–content, storytelling matters. A good short video still has a beginning, middle, and end: an engaging hook, a moment of value or emotion, and a clear close. Over time, these fragments build a bigger brand narrative. Audiences piece together your story through repetition – often without realising it. You automatically know by now that Celeste Barber is trolling an iconic celebrity photo without necessarily being aware of the original.
Embracing the rhythm of attention
Marketers shouldn’t mourn shrinking attention spans. People aren’t losing attention (contrary to the often outspoken opinionated few) – they’re choosing to engage it differently. They want immediacy, relevance, and connection – cut out the waffle. When brands can deliver those in seconds, they aren’t chasing scarce attention – they’re earning it.
At Fenti, our daily buzz comes from helping brands embrace this shift with strategies that combine clarity, creativity, and efficiency. Short–form isn’t a passing trend – it’s a reflection of how people live and consume content today. Done well, it’s not a limitation but a powerful stage where creativity meets focus.
Attention scarcity isn’t disappearing – it’s intensifying as platforms induce and grow the habit of fragmentation. But remember, scarcity drives value. Brands that capture attention with precision and authenticity will stand out. Short–form video isn’t just a response to fleeting attention – it’s a chance to form real connections in the precious moments that matter most.
Is long-form content dead?
The one universal thing about content creation is that it’s all crafted to be consumed by us – the human at the centre. And we’re all different, from person to person, from moment to moment, even. Why is that relevant? Well, because the slow burn of long-form content means it just hits differently. Look at the recent proliferation of podcasts and docu-series that unfold over several hours, where an extended time format allows deeper, more intricate stories to be explored. While the majority of audiences shoehorn their quick-fix habits in throughout the day, there will always be a segment playing the deferred gratification game, where set-ups are just as important as pay-offs.
Your brand has a story to tell. Whether you choose short or long-form content to do that depends on your proposition, goals and the behaviour of your audience. For many it’s both! If that sounds like a lot, Fenti are here to help! Explore what we do and get in touch.
