By Enric Llonch, on 21 August 2025
Short-form video, from viral dances to behind-the-scenes brand moments, is changing the way we connect online. If your brand isn’t using it yet (or isn’t using it well), you’re missing out.
Whether you’re a content creator, social media manager, or small business owner, understanding what actually works (and what doesn’t) is the key to growing your audience and driving results.
Let’s break it down.
What Works in Short-Form Video
Hook Fast, Hook Hard
You have just one to three seconds to grab your audience’s attention. Start with movement, text on screen, or an intriguing question to pull people in right away. Avoid slow intros or showing brand logos upfront, and instead, get straight to the value.
Using trending sounds or music on TikTok or Instagram Reels can also boost your visibility.
For example, you might begin with phrases like “Here’s a quick tip you’ll wish you knew earlier…” or “You won’t believe what happened when…”
Value Over Virality
While viral videos can be exciting, consistent value is what builds a loyal following. Teach something useful, even in just 15 seconds. Your goal should be to entertain or inspire your audience, not just to post for the sake of posting.
Think about how your content can be helpful, relatable, or surprising. Educational how-tos, quick hacks, and myth-busting videos tend to perform especially well.
Native Editing Equals Higher Reach
Whenever possible, edit your videos directly within the app you’re posting on. Use Instagram’s or TikTok’s built-in tools like text, filters, and sounds because native content often receives a boost in platform visibility. Always shoot vertical videos in a 9:16 ratio and add captions since most viewers watch without sound.
Show Your Face (or Someone’s)
People connect with people. Use real humans in your videos instead of just product shots or B-roll footage. Talking directly to the camera adds a personal touch and helps build authenticity.
Show your personality through humor, passion, or honesty. Remember, imperfect is better than robotic, so be yourself.
Jump on Trends but Make Them Yours
Trends can increase your reach, but originality builds loyalty. Remix trending audio or challenges by adding your brand’s unique twist.
Add context or commentary that speaks directly to your audience. Don’t just copy what everyone else is doing, customize it. Use trends to guide viewers toward evergreen content or calls-to-action.
What Doesn’t Work and Why
Being Too Polished
Short-form video isn’t a TV commercial. Overproduced videos often come across as ads and get scrolled past quickly. Over-editing kills authenticity and relatability. Instead of aiming for perfection, aim for a personal and genuine feel.
Ignoring Captions & Text
About 85% of viewers watch videos without sound, so no subtitles means you lose engagement. On-screen text reinforces your message and helps hook viewers early.
Don’t make people guess what your video is about.
Posting Inconsistently
One viral hit won’t build your brand. You need to post regularly, so aim for three to five short-form videos each week.
Create content in batches and schedule your posts ahead of time. Use your analytics to post when your audience is most active.
Don’t disappear for long periods and expect instant engagement when you return.
Selling Too Soon
Short-form video is about gaining attention, not immediate conversion. Build trust and offer value before pitching a product.
Use soft calls-to-action like, “Want more tips like this? Follow for part two.” Avoid making every post a sales pitch.
Ignoring Your Comments
The comments section is a goldmine for content ideas and engagement. Reply to questions or feedback with follow-up videos. The algorithm favors creators who engage with their audience.
Use frequently asked questions to generate even more video ideas. Don’t post and disappear, stay active and responsive.
Play the Long Game
Short-form video isn’t just a passing trend; it’s how people consume content today. Success isn’t about chasing viral hits, it’s about showing up consistently, being authentic, and delivering value in quick, bite-sized moments.
Start with what you know, post regularly, and don’t overthink it. The best next step is to grab your phone, hit record, and post something helpful today. The algorithm rewards action, and so does your audience.
