{"id":3477,"date":"2025-10-31T19:46:21","date_gmt":"2025-10-31T19:46:21","guid":{"rendered":"https:\/\/drect-digital.com\/?p=3477"},"modified":"2025-10-31T19:46:22","modified_gmt":"2025-10-31T19:46:22","slug":"tren-short-form-content","status":"publish","type":"post","link":"https:\/\/drect-digital.com\/en\/blog\/tren-short-form-content\/","title":{"rendered":"The Rise of Short-Form Video &amp; Its Implications for Marketing in Indonesia"},"content":{"rendered":"<p>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\u2019t accidental, short-form video is dominating how people engage with digital content.<\/p>\n\n\n\t\t\t\t<div class=\"wp-block-uagb-table-of-contents uagb-toc__align-left uagb-toc__columns-1  uagb-block-2eb95891\"\n\t\t\t\t\tdata-scroll= \"1\"\n\t\t\t\t\tdata-offset= \"30\"\n\t\t\t\t\tstyle=\"\"\n\t\t\t\t>\n\t\t\t\t<div class=\"uagb-toc__wrap\">\n\t\t\t\t\t\t<div class=\"uagb-toc__title\">\n\t\t\t\t\t\t\tTable Of Contents\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"uagb-toc__list-wrap\">\n\t\t\t\t\t\t<ol class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#mengapa-video-pendek-begitu-menarik\" class=\"uagb-toc-link__trigger\">Why Are Short-Form Videos So Effective?<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#1-cepat-dan-mudah-dikonsumsi\" class=\"uagb-toc-link__trigger\">1. Quick and Easy to Consume<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#2-algoritma-mendukung\" class=\"uagb-toc-link__trigger\">2. Algorithm-Friendly<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#3-efektivitas-terbukti\" class=\"uagb-toc-link__trigger\">3. Proven Effectiveness<\/a><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#apa-yang-bisa-dipelajari-brand-di-indonesia\" class=\"uagb-toc-link__trigger\">What Brands in Indonesia Can Learn<\/a><li class=\"uagb-toc__list\"><a href=\"#strategi-praktis-untuk-brand\" class=\"uagb-toc-link__trigger\">Practical Strategies for Brands<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#1-hook-cepat-branding-awal\" class=\"uagb-toc-link__trigger\">1. Quick Hook &amp; Early Branding<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#2-format-mobile-first\" class=\"uagb-toc-link__trigger\">2. Mobile-First Format<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#3-kombinasi-awareness-konversi\" class=\"uagb-toc-link__trigger\">3. Combine Awareness &amp; Conversion<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#4-platform-specific-content\" class=\"uagb-toc-link__trigger\">4. Platform-Specific Content<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#5-ukur-beyond-views\" class=\"uagb-toc-link__trigger\">5. Measure Beyond Views<\/a><\/li><\/ul><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#kenapa-short-form-content-bisa-gagal\" class=\"uagb-toc-link__trigger\">Why Can Short-Form Content Fail?<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#1-hook-tidak-menarik\" class=\"uagb-toc-link__trigger\">1. Weak Hook<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#2-konten-tidak-relevan-dengan-audiens\" class=\"uagb-toc-link__trigger\">2. Irrelevant to the Audience<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#3-copywriting-dan-call-to-action-lemah\" class=\"uagb-toc-link__trigger\">3. Poor Copywriting or Call-to-Action<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#4-tidak-sesuai-platform\" class=\"uagb-toc-link__trigger\">4. Not Platform-Specific<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#5-kurangnya-analisis-dan-optimasi\" class=\"uagb-toc-link__trigger\">5. Lack of Analytics and Optimization<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#6-overproduction-atau-kurang-authenticity\" class=\"uagb-toc-link__trigger\">6. Overproduction or Lack of Authenticity<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#kesimpulan-video-pendek-bukan-sekadar-tren\" class=\"uagb-toc-link__trigger\">Conclusion: Short-Form Video Is More Than a Trend<\/a><li class=\"uagb-toc__list\"><a href=\"#tentang-drect-digital\" class=\"uagb-toc-link__trigger\">About DRECT Digital<\/a><\/ul><\/ul><\/ul><\/ol>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\n\n\n<h2 class=\"wp-block-heading\">Why Are Short-Form Videos So Effective?<\/h2>\n\n\n\n<p>Several factors make short-form video a powerful marketing tool:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Quick and Easy to Consume<\/h3>\n\n\n\n<p>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 <strong>first 2 seconds<\/strong> can increase brand awareness by up to 191% (Source: <a href=\"https:\/\/www.chiefmarketer.com\/system1-tiktok-study-branding-elements-and-creator-led-content-improve-short-form-video-ads\/\">ChiefMarketer<\/a>)<\/p>\n\n\n\n<p>This demonstrates how short-form videos can capture attention in just seconds.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Algorithm-Friendly<\/h3>\n\n\n\n<p>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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Proven Effectiveness<\/h3>\n\n\n\n<p>Take Les\u202fMills, a global fitness brand. They used vertical short-form videos for the Les\u202fMills+ app and increased CTR by 52%, while lowering cost per acquisition by 10% and cost per impression by 16% (Source: <a href=\"https:\/\/business.google.com\/aunz\/think\/marketing-strategies\/youtube-video-formats\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Google Business<\/a>)<\/p>\n\n\n\n<p>Meanwhile, ASICS Padel in Spain and Italy achieved a ~95% completion rate with 6\u201315 second videos, far above industry averages (Source: <a href=\"https:\/\/www.critikal.agency\/case-study\/asics-padel-youtube-campaign-a-social-media-video-success-story\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Critikal Agency<\/a>)<\/p>\n\n\n\n<p>These examples show that short-form videos are not just entertaining, they are highly effective for boosting awareness, engagement, and even purchase intent.<\/p>\n\n\n\n<div class=\"wp-block-uagb-image aligncenter uagb-block-6f8cfb16 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-center\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" srcset=\"https:\/\/drect-digital.com\/wp-content\/uploads\/2025\/10\/Tren-short-form-content-Freepik-1.jpg ,https:\/\/drect-digital.com\/wp-content\/uploads\/2025\/10\/Tren-short-form-content-Freepik-1.jpg 780w, https:\/\/drect-digital.com\/wp-content\/uploads\/2025\/10\/Tren-short-form-content-Freepik-1.jpg 360w\" sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/drect-digital.com\/wp-content\/uploads\/2025\/10\/Tren-short-form-content-Freepik-1.jpg\" alt=\"tren short form content freepik\" class=\"uag-image-3479\" width=\"800\" height=\"400\" title=\"tren short form content freepik\" loading=\"lazy\" role=\"img\"\/><figcaption class=\"uagb-image-caption\"><em>Image source: Freepik<\/em><\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What Brands in Indonesia Can Learn<\/h2>\n\n\n\n<p>Local market data also supports this trend:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Generation Z (ages 18\u201327) in Indonesia responds more strongly to short videos that include relatability and trust signals (Source: <a href=\"https:\/\/www.ijble.com\/index.php\/journal\/article\/view\/1108\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">IJBLE<\/a>)<\/li>\n\n\n\n<li>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: <a href=\"https:\/\/jseo.polteksci.ac.id\/index.php\/Jseo\/article\/download\/7\/18\/98\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">JSEO Polteksci<\/a>)<\/li>\n<\/ul>\n\n\n\n<p>To maximize reach, brands <strong>need platform-specific content:<\/strong>TikTok for high engagement, Reels for fast storytelling, and Shorts for repeat views and search uplift.<\/p>\n\n\n\n<p><strong>Read more <a href=\"https:\/\/drect-digital.com\/en\/blog\/perbandingan-jenis-channel-digital-marketing\/\">Types of Digital Marketing Channels: A Complete Guide for Your Brand<\/a><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Practical Strategies for Brands<\/h2>\n\n\n\n<p>Based on global and local data, here are actionable strategies:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Quick Hook &amp; Early Branding<\/h3>\n\n\n\n<p>Showcase distinctive brand elements, logo, jingle, or unique visuals, within the first 2 seconds. Social media attention spans are short; if your content doesn\u2019t grab viewers immediately, they\u2019ll scroll past.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Mobile-First Format<\/h3>\n\n\n\n<p>Use vertical videos between 15\u201360 seconds to fit smartphone scrolling habits. Short videos are easier to watch and increase the likelihood of complete views.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Combine Awareness &amp; Conversion<\/h3>\n\n\n\n<p>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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Platform-Specific Content<\/h3>\n\n\n\n<p>What works on TikTok may not work on Reels or Shorts. Adjust duration, tone, and visual style to each platform\u2019s characteristics for optimal performance.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Measure Beyond Views<\/h3>\n\n\n\n<p>Don\u2019t 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.<\/p>\n\n\n\n<div class=\"wp-block-uagb-image aligncenter uagb-block-cd49e526 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-center\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" srcset=\"https:\/\/drect-digital.com\/wp-content\/uploads\/2025\/10\/Tren-short-form-content-Freepik-2.jpg ,https:\/\/drect-digital.com\/wp-content\/uploads\/2025\/10\/Tren-short-form-content-Freepik-2.jpg 780w, https:\/\/drect-digital.com\/wp-content\/uploads\/2025\/10\/Tren-short-form-content-Freepik-2.jpg 360w\" sizes=\"auto, (max-width: 480px) 150px\" src=\"https:\/\/drect-digital.com\/wp-content\/uploads\/2025\/10\/Tren-short-form-content-Freepik-2.jpg\" alt=\"tren short form content freepik\" class=\"uag-image-3480\" width=\"800\" height=\"400\" title=\"tren short form content freepik\" loading=\"lazy\" role=\"img\"\/><figcaption class=\"uagb-image-caption\">Image source: Freepik<\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Why Can Short-Form Content Fail?<\/h2>\n\n\n\n<p>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:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Weak Hook<\/h3>\n\n\n\n<p>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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Irrelevant to the Audience<\/h3>\n\n\n\n<p>Videos that don\u2019t match the interests, age group, or preferences of the target audience are often ignored. For example, humor that\u2019s too niche for Gen Z, or storytelling that\u2019s too long for fast-scrolling viewers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Poor Copywriting or Call-to-Action<\/h3>\n\n\n\n<p>Short videos must deliver the message concisely while driving action. Without a clear CTA, like a link to a landing page or a \u201cbuy now\u201d button, viewers may watch but won\u2019t engage further.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Not Platform-Specific<\/h3>\n\n\n\n<p>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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Lack of Analytics and Optimization<\/h3>\n\n\n\n<p>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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Overproduction or Lack of Authenticity<\/h3>\n\n\n\n<p>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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion: Short-Form Video Is More Than a Trend<\/h2>\n\n\n\n<p>Short-form video has transformed how consumers interact with brands. Global and local data show that <strong>brands that adapt quickly, stay creative, and remain mobile-friendly will succeed.<\/strong>Les\u202fMills and ASICS are living proof. In Indonesia, TikTok, Reels, and Shorts offer significant opportunities for engagement and conversion.<\/p>\n\n\n\n<p><strong>Takeaway:<\/strong> If your brand isn\u2019t 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.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">About DRECT Digital<\/h2>\n\n\n\n<p><em>DRECT DIGITAL is a digital agency dedicated to helping brands build and grow their online presence strategically. We believe that digital transformation isn\u2019t about following trends, it\u2019s about creating meaningful impact for businesses.<\/em><\/p>\n\n\n\n<p><em>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.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Bayangkan kamu sedang scroll di TikTok, Instagram, atau YouTube Shorts. Dalam beberapa menit, kamu menonton berbagai video: tips masak 30 detik, challenge lucu, atau review produk baru. Tanpa disadari, berbagai sedang menggunakan momen ini untuk menarik perhatian kamu. Fenomena ini bukan kebetulan, short-form video memang sedang mendominasi cara orang berinteraksi dengan konten digital. Mengapa Video [&hellip;]<\/p>","protected":false},"author":1,"featured_media":3478,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[8],"tags":[],"class_list":["post-3477","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insight"],"uagb_featured_image_src":{"full":["https:\/\/drect-digital.com\/wp-content\/uploads\/2025\/10\/Tren-short-form-content-Freepik.jpg",800,401,false],"thumbnail":["https:\/\/drect-digital.com\/wp-content\/uploads\/2025\/10\/Tren-short-form-content-Freepik-150x150.jpg",150,150,true],"medium":["https:\/\/drect-digital.com\/wp-content\/uploads\/2025\/10\/Tren-short-form-content-Freepik-300x150.jpg",300,150,true],"medium_large":["https:\/\/drect-digital.com\/wp-content\/uploads\/2025\/10\/Tren-short-form-content-Freepik-768x385.jpg",768,385,true],"large":["https:\/\/drect-digital.com\/wp-content\/uploads\/2025\/10\/Tren-short-form-content-Freepik.jpg",800,401,false],"1536x1536":["https:\/\/drect-digital.com\/wp-content\/uploads\/2025\/10\/Tren-short-form-content-Freepik.jpg",800,401,false],"2048x2048":["https:\/\/drect-digital.com\/wp-content\/uploads\/2025\/10\/Tren-short-form-content-Freepik.jpg",800,401,false],"trp-custom-language-flag":["https:\/\/drect-digital.com\/wp-content\/uploads\/2025\/10\/Tren-short-form-content-Freepik-18x9.jpg",18,9,true]},"uagb_author_info":{"display_name":"markus.drect@gmail.com","author_link":"https:\/\/drect-digital.com\/en\/blog\/author\/markus-drectgmail-com\/"},"uagb_comment_info":1,"uagb_excerpt":"Bayangkan kamu sedang scroll di TikTok, Instagram, atau YouTube Shorts. Dalam beberapa menit, kamu menonton berbagai video: tips masak 30 detik, challenge lucu, atau review produk baru. Tanpa disadari, berbagai sedang menggunakan momen ini untuk menarik perhatian kamu. Fenomena ini bukan kebetulan, short-form video memang sedang mendominasi cara orang berinteraksi dengan konten digital. Mengapa Video&hellip;","_links":{"self":[{"href":"https:\/\/drect-digital.com\/en\/wp-json\/wp\/v2\/posts\/3477","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/drect-digital.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/drect-digital.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/drect-digital.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/drect-digital.com\/en\/wp-json\/wp\/v2\/comments?post=3477"}],"version-history":[{"count":1,"href":"https:\/\/drect-digital.com\/en\/wp-json\/wp\/v2\/posts\/3477\/revisions"}],"predecessor-version":[{"id":3481,"href":"https:\/\/drect-digital.com\/en\/wp-json\/wp\/v2\/posts\/3477\/revisions\/3481"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/drect-digital.com\/en\/wp-json\/wp\/v2\/media\/3478"}],"wp:attachment":[{"href":"https:\/\/drect-digital.com\/en\/wp-json\/wp\/v2\/media?parent=3477"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/drect-digital.com\/en\/wp-json\/wp\/v2\/categories?post=3477"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/drect-digital.com\/en\/wp-json\/wp\/v2\/tags?post=3477"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}