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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.

Where to start: Short form video – and ads – are booming