Imagine scrolling through TikTok, Instagram, or YouTube Shorts. Within minutes, you watch a variety of videos: 30-second cooking tips, funny challenges, or new product reviews. Unknowingly, brands are seizing these moments to capture your attention. This phenomenon isn’t accidental, short-form video is dominating how people engage with digital content.
Why Are Short-Form Videos So Effective?
Several factors make short-form video a powerful marketing tool:
1. Quick and Easy to Consume
Most internet users in Indonesia, around 95%, access content via smartphones. Short-form videos are perfect for fast scrolling and short attention spans. TikTok studies show that displaying a logo or jingle in the first 2 seconds can increase brand awareness by up to 191% (Source: ChiefMarketer)
This demonstrates how short-form videos can capture attention in just seconds.
2. Algorithm-Friendly
Platforms like TikTok, Instagram Reels, and YouTube Shorts prioritize short content. If the content is engaging, algorithms push it further without requiring costly ads, allowing videos to go viral quickly and reach a wide audience.
3. Proven Effectiveness
Take Les Mills, a global fitness brand. They used vertical short-form videos for the Les Mills+ app and increased CTR by 52%, while lowering cost per acquisition by 10% and cost per impression by 16% (Source: Google Business)
Meanwhile, ASICS Padel in Spain and Italy achieved a ~95% completion rate with 6–15 second videos, far above industry averages (Source: Critikal Agency)
These examples show that short-form videos are not just entertaining, they are highly effective for boosting awareness, engagement, and even purchase intent.
What Brands in Indonesia Can Learn
Local market data also supports this trend:
- Generation Z (ages 18–27) in Indonesia responds more strongly to short videos that include relatability and trust signals (Source: IJBLE)
- Platform engagement rates: TikTok 18.2%, Instagram Reels 12.5%, YouTube Shorts 10.7%. While TikTok leads, Reels and Shorts have high potential if content is optimized (Source: JSEO Polteksci)
To maximize reach, brands need platform-specific content:TikTok for high engagement, Reels for fast storytelling, and Shorts for repeat views and search uplift.
Read more Types of Digital Marketing Channels: A Complete Guide for Your Brand
Practical Strategies for Brands
Based on global and local data, here are actionable strategies:
1. Quick Hook & Early Branding
Showcase distinctive brand elements, logo, jingle, or unique visuals, within the first 2 seconds. Social media attention spans are short; if your content doesn’t grab viewers immediately, they’ll scroll past.
2. Mobile-First Format
Use vertical videos between 15–60 seconds to fit smartphone scrolling habits. Short videos are easier to watch and increase the likelihood of complete views.
3. Combine Awareness & Conversion
Short-form videos are not just for exposure. Retarget audiences with clear calls-to-action, landing page links, or social commerce integration to drive tangible results.
4. Platform-Specific Content
What works on TikTok may not work on Reels or Shorts. Adjust duration, tone, and visual style to each platform’s characteristics for optimal performance.
5. Measure Beyond Views
Don’t focus solely on views or likes. Metrics like completion rate, click-through rate (CTR), cost per acquisition (CPA), and search uplift better indicate how videos influence consumer decisions.
Why Can Short-Form Content Fail?
Even though short-form videos are powerful, not every video is guaranteed to succeed. Here are some common reasons why short-form content may underperform:
1. Weak Hook
If the first 2 seconds fail to grab attention, viewers will scroll past. Logos, jingles, or signature visuals need to appear quickly and clearly to make the brand instantly recognizable.
2. Irrelevant to the Audience
Videos that don’t match the interests, age group, or preferences of the target audience are often ignored. For example, humor that’s too niche for Gen Z, or storytelling that’s too long for fast-scrolling viewers.
3. Poor Copywriting or Call-to-Action
Short videos must deliver the message concisely while driving action. Without a clear CTA, like a link to a landing page or a “buy now” button, viewers may watch but won’t engage further.
4. Not Platform-Specific
Content that works on TikTok may not perform on Reels or Shorts. Duration, tone, and visual style must be tailored to each platform. Ignoring this often results in low performance, even if the content is creative.
5. Lack of Analytics and Optimization
Relying solely on views or likes is insufficient. Without tracking completion rate, CTR, CPA, or search uplift, brands cannot know whether a video truly influences audience decisions. Poorly analyzed content is hard to improve.
6. Overproduction or Lack of Authenticity
Videos that feel overly polished or scripted can come across as stiff and fail to connect. Short-form audiences value relatable, authentic content, even if production is simple.
Conclusion: Short-Form Video Is More Than a Trend
Short-form video has transformed how consumers interact with brands. Global and local data show that brands that adapt quickly, stay creative, and remain mobile-friendly will succeed.Les Mills and ASICS are living proof. In Indonesia, TikTok, Reels, and Shorts offer significant opportunities for engagement and conversion.
Takeaway: If your brand isn’t leveraging short-form video yet, now is the time. With the right strategy and platform optimization, short-form videos can be a game-changer for your digital marketing efforts.
About DRECT Digital
DRECT DIGITAL is a digital agency dedicated to helping brands build and grow their online presence strategically. We believe that digital transformation isn’t about following trends, it’s about creating meaningful impact for businesses.
Through a data-driven approach, creative insight, and cross-industry experience, DRECT DIGITAL delivers relevant digital solutions, from strategy and web development to impactful digital marketing strategy that drives real business results.
