When I was in film school, we learned to create compelling stories regardless of the film’s length. Whether it was sixty seconds or ninety minutes, if you successfully connect with the audience, tell a memorable story, and leave them with a lasting impression, you have made a powerful film. The same idea applies to reaching an audience with short-form videos today, and the most important element, like for a compelling film, is the design.

Capturing the attention of your customers online is more challenging today than it ever has been. With content flooding in from all directions and audiences’ attention spans shrinking each year, brands now must find creative ways to deliver their messages more quickly and effectively. That’s where short-form video comes in. Consumers prioritize quick content that delivers quick, genuine value. This is why short-form videos, typically under sixty seconds in length, are designed to entertain, inform, or engage before interest is lost. Platforms like TikTok, Instagram Reels, and YouTube Shorts are designed for content that connects instantly or can be easily skipped. According to HubSpot’s 2025 State of Marketing Report, short-form video is the top-performing content format, with 21% of marketers reporting that it delivers the highest return on investment compared to other platforms.

When designed correctly, short-form video content works. These videos achieve higher view counts, shares, and conversions than longer posts or static images. But fast does not necessarily mean shallow. Even complex, purpose-driven brands can succeed in this format if they focus on clarity and intention.

Why Short-Form Dominates the Attention Economy

In today’s attention economy, people quickly filter content and decide within seconds whether to keep watching. This is what makes fast-paced content so effective.

Why audiences love short-form content.

• It’s quick and easy to digest. Your audience can watch on the go without wasting time.
• It feels intimate and relatable. Informal tones make content feel more personable.
• It drives repeated engagement. Short videos are more likely to be rewatched or shared.
• It delivers immediate value. Entertainment, insight, or tips come fast and effortlessly.

For brands, short-form content delivers strong returns (if designed properly):

• It offers the highest ROI of any social media format.
• Algorithms reward content that quickly captures attention.
• It’s ideal for testing different styles, stories, and CTAs with minimal production time.
• It’s versatile. One strong video can be tailored for Reels, TikTok, Shorts, and more.

Chipotle exemplifies a brand that has effectively used the short-form strategy. For example,  instead of promoting products directly, they launched viral TikTok challenges that encouraged user participation. The result? Millions of views, app downloads, and stronger connections with Gen Z. They didn’t go viral because of burritos; they succeeded by making the experience social, playful, and easy to join.

This demonstrates that success with fast-paced content stems from strategic, creative storytelling, not just product promotion. Short-form isn’t just a trend. It’s a language that brands need to master. 

How Tansley Helps Brands Bring Depth to Short-Form

At Tansley, we believe even the most complex brands can communicate clearly, without losing what makes them meaningful. We help our clients transform big ideas into compelling stories and adapt those stories across every format, from long-form blogs to 15-second videos. Our role is to clarify the message, develop a strategy around it, and create content that connects with a specific audience.

Take our client Beonyx, a Quebec-based company that designs and manufactures electric, autonomous all-terrain vehicles. Their mission is ambitious, but their message doesn’t need to be complicated. We’ve helped Beonyx build a video strategy that highlights not just the tech, but the story behind the innovation: the rugged landscapes, the user experience, the problem-solving mindset. Even just a few seconds of video footage can communicate performance, impact, and vision.

We’re also in the early stages with EVOC, an educational organization dedicated to providing education and services focused on workplace civility and conflict resolution. Their content addresses sensitive, nuanced topics, so we’re exploring how to adapt that into short-form content that’s both respectful and effective. These early experiments demonstrate how purpose-driven storytelling can succeed even in bite-sized formats.

Making Short-Form Work for Your Brand

Try not to view short-form video as a format. Instead, see it as an opportunity to communicate with clarity, creativity, and authenticity. You don’t need a large production budget to get started. Just a clear message and a willingness to show up with purpose. 

Here are a few tips to guide your approach:

1. Start with the hook. Use a question, a striking visual, or a line that directly addresses your audience.

2. Stick to one message. What’s the main message? What do you want people to feel, think, or do?

3. Use rhythm. Patterns, voiceovers, and editing choices enhance short content, making it feel polished and intentional.

4. Tap into emotion. Humor, curiosity, and inspiration play a big role in this format.

5. End clearly. Whether it’s a gentle call-to-action or an open loop, guide viewers to the next step.

If you’re already creating content, you’re halfway there. The next step is translating that into short, scroll-ready videos. And if you ever need help, that’s where we come in. 

David Gascon, a fellow Partner at Tansley, and I met in film school and share a passion for telling compelling stories that leave a lasting impression. We are grateful for the opportunity to use our skills to help brands like yours create engaging video content that effectively communicates your story, increases engagement, and builds a stronger connection with your audience. Because the right story, told the right way (even in 15 seconds), can make a lasting impact that inspires a lifelong customer.