Why it matters
Short form video has been growing shorter over time and caters to the explosion of short-form video channels, such as Instagram, Snapchat, Twitter, and now, TikTok. As the amount of short-form video advertising explodes, the need to create it effectively has expanded as well.
- Two studies, using a strand of artificial intelligence known as Emotion AI, analyzed the emotions, attention levels and engagement rates of mobile users from around the world revealing definitive best practices for creating short-form video.
- Consumers are almost twice as likely to complete watching a six-second ad as a 30-second one, but they are much less emotionally engaged at shorter lengths.
- The younger the audience, the more likely they are to engage with shorter formats.
- The use of celebrities is not all it’s cracked up to be, but it does make sense to open with human faces and close-ups.
- Keep shorter ads to one message; ads with more than three messages have lower engagement.