{"id":60960,"date":"2024-11-12T15:13:22","date_gmt":"2024-11-12T20:13:22","guid":{"rendered":"https:\/\/digital.hec.ca\/?p=60960"},"modified":"2024-11-12T15:13:24","modified_gmt":"2024-11-12T20:13:24","slug":"capturing-audience-with-short-form-content","status":"publish","type":"post","link":"https:\/\/digital.hec.ca\/en\/blog\/capturing-audience-with-short-form-content\/","title":{"rendered":"Why Short-Form Content is Key to Capturing Today\u2019s Audience"},"content":{"rendered":"\n<p>Look around, how many people do you see scrolling endlessly, maybe even yourself? Platforms like TikTok, Instagram Reels, and YouTube Shorts are becoming essential in the marketing world to engage, build and communicate with your audience. According to Forbes, this shift aligns with a major change in consumer behavior; as attention spans shorten, demand for bite-sized content grows rapidly (Forbes, March 2024)<\/p>\n\n\n\n<p>Gary Vaynerchuk\u2019s \u201cGaryVee Content Model\u201d illustrates how brands can repurpose \u201cpillar content\u201d into short-form clips suited for different platforms. This strategy extends the reach of each piece of content, allowing brands to maximize impact without creating entirely new material. Short-form content enables brands to stay relevant while connecting with audiences across multiple channels.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"755\" src=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2024\/11\/GaryVee-Model.webp\" alt=\"Content funnel model showing how long-form content is repurposed into short-form content for social media distribution.\" class=\"wp-image-60963\" srcset=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2024\/11\/GaryVee-Model.webp 960w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2024\/11\/GaryVee-Model-300x236.webp 300w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2024\/11\/GaryVee-Model-768x604.webp 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The Rising Impact of Short-Form Content in Marketing Strategies<\/h2>\n\n\n\n<p>Data from an Atomic Design study reinforces the trend toward video. Today, 91% of businesses use video content in their marketing strategies, highlighting its effectiveness. Furthermore, 96% of consumers say they prefer short-form videos when learning about products. This format\u2019s appeal lies in its ability to engage, inform, and entertain simultaneously.<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"700\" src=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2024\/11\/Brand-awareness-data.png\" alt=\"Donut chart showing that 90% of marketers say video (which includes short-form content) has increased brand awareness, while 10% say it has not\" class=\"wp-image-60968\" style=\"width:653px;height:auto\" srcset=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2024\/11\/Brand-awareness-data.png 800w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2024\/11\/Brand-awareness-data-300x263.png 300w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2024\/11\/Brand-awareness-data-768x672.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">The Viral Power and ROI of Short-Form Content<\/h2>\n\n\n\n<p>Campaigns like Chipotle\u2019s #GuacDance on TikTok earned 430 million views in just six days, showcasing the viral potential of well-executed short-form videos. But the benefits go beyond viral reach; video content delivers the best ROI among media formats. It\u2019s highly effective for building trust and driving engagement, especially through formats like product demos and customer testimonials.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2024\/11\/image-42.png\" alt=\"Bar chart showing media formats with the highest ROI, led by short-form video content, followed by images, blog posts, case studies, and audio content.\" class=\"wp-image-61391\" srcset=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2024\/11\/image-42.png 1024w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2024\/11\/image-42-300x157.png 300w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2024\/11\/image-42-768x402.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>In today\u2019s fast-paced digital world, adopting short-form content is no longer optional. If a brand can lean into this format, they aren&#8217;t simply capturing attention, they are creating lasting connections and inspire action. A long-term vision is vital, but everything starts in the first few seconds.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<p>Bibliography<\/p>\n\n\n\n<p class=\"has-small-font-size\">Atomic Design Blog (2024). The Rise of Short-Form Video Content : A Game-Changer in Digital Marketing &#8211; Dallas Digital Marketing Agency. <em>Dallas Digital Marketing Agency &#8211; Web design, SEO, Social Media, Email Marketing<\/em>. https:\/\/www.atomicdc.com\/blog\/short-form-video-content-in-digital-marketing\/<\/p>\n\n\n\n<p class=\"has-small-font-size\">Dodds, D. (2024, March 19). Short-Form Video Content: Capturing attention in the Digital age. <em>Forbes<\/em>. https:\/\/www.forbes.com\/councils\/forbesagencycouncil\/2024\/03\/19\/short-form-video-content-capturing-attention-in-the-digital-age\/<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Look around, how many people do you see scrolling endlessly, maybe even yourself? Platforms like TikTok, Instagram Reels, and YouTube Shorts are becoming essential in the marketing world to engage, build and communicate with your audience. According to Forbes, this shift aligns with a major change in consumer behavior; as attention spans shorten, demand for [&hellip;]<\/p>\n","protected":false},"author":1685,"featured_media":61388,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[62,36,12],"tags":[],"class_list":["post-60960","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-marketing-de-contenu","category-reseaux-sociaux"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Short-Form Content in 2024: Boost Engagement &amp; ROI for brands<\/title>\n<meta name=\"description\" content=\"Learn how TikTok, Reels, and Shorts are transforming marketing in 2024. Boost engagement and ROI with short-form content. Essential insights for marketers!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digital.hec.ca\/en\/blog\/capturing-audience-with-short-form-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Short-Form Content in 2024: Boost Engagement &amp; ROI for brands\" \/>\n<meta property=\"og:description\" content=\"Learn how TikTok, Reels, and Shorts are transforming marketing in 2024. Boost engagement and ROI with short-form content. Essential insights for marketers!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/digital.hec.ca\/en\/blog\/capturing-audience-with-short-form-content\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing num\u00e9rique | Digital Marketing | HEC Montr\u00e9al\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/fr-ca.facebook.com\/HECMontreal\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-11-12T20:13:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-12T20:13:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2024\/11\/Thumbnail.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1584\" \/>\n\t<meta property=\"og:image:height\" content=\"952\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"desbiensmatheo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"desbiensmatheo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/capturing-audience-with-short-form-content\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/capturing-audience-with-short-form-content\\\/\"},\"author\":{\"name\":\"desbiensmatheo\",\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/#\\\/schema\\\/person\\\/c4a37fbea46dc27ce74da487c85fc909\"},\"headline\":\"Why Short-Form Content is Key to Capturing Today\u2019s Audience\",\"datePublished\":\"2024-11-12T20:13:22+00:00\",\"dateModified\":\"2024-11-12T20:13:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/capturing-audience-with-short-form-content\\\/\"},\"wordCount\":355,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/capturing-audience-with-short-form-content\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/digital.hec.ca\\\/wp-content\\\/uploads\\\/2024\\\/11\\\/Thumbnail.webp\",\"articleSection\":[\"Content Marketing\",\"Marketing De Contenu\",\"R\u00e9seaux Sociaux\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/capturing-audience-with-short-form-content\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/capturing-audience-with-short-form-content\\\/\",\"url\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/capturing-audience-with-short-form-content\\\/\",\"name\":\"Short-Form Content in 2024: Boost Engagement & ROI for brands\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/capturing-audience-with-short-form-content\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/capturing-audience-with-short-form-content\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/digital.hec.ca\\\/wp-content\\\/uploads\\\/2024\\\/11\\\/Thumbnail.webp\",\"datePublished\":\"2024-11-12T20:13:22+00:00\",\"dateModified\":\"2024-11-12T20:13:24+00:00\",\"description\":\"Learn how TikTok, Reels, and Shorts are transforming marketing in 2024. 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