As both consumers, and humans, our attention spans are shortening whilst our dopamine dependance is increasing.

With instant access to information anywhere in the world we live in a time where we are both privileged and conflicted. We have, perhaps, too much choice. The digital world is the equivalent of going to the super market to buy toothpaste - what should be an easy, instant decision, becomes overwhelming; trying to decide between 30 nuanced versions of the same product all vying for attention.

The online world is the same in many ways. Where do you do, is it Instagram, Tiktok, Reddit, X or perhaps Snapchat? Not knowing who to follow, what to buy, where to eat, how to look, how to feel... We can get lost in a void of information overload. For many, our smart phones are becoming a constant distraction from reality, but at the same time, they are essential for our day-to-day functioning and organisation. They help connect people and for brands they connect consumers with their product.

The challenge for brands is navigating this web of information whilst being sincere and genuine in their mission.

Brands need to stay ahead of this evolving labyrinth of digital advertising, especially with the advent of AI. Advertising is changing quickly and so are the means and channels to reach those prized customers.

So, what are the changing factors in order for your brand to create impactful and high performing video ads?

1. Attention Span: In today's fast-paced world, people's attention spans are getting shorter. Short videos are more likely to capture and retain viewers' attention compared to longer, more elaborate productions.

2. Accessibility of Technology: The widespread availability of smartphones with high-quality cameras and easy-to-use video editing apps has democratized video creation. Anyone with a smartphone can create and share videos quickly without needing expensive equipment or technical expertise.

3. Social Media Platforms: Social media platforms like TikTok, Instagram, and Snapchat prioritize short-form video content, making it easier for creators to reach a larger audience. These platforms also provide tools and features specifically designed for creating and sharing short videos, further encouraging their popularity.

4. Share-ability: Short videos are highly shareable, making them more likely to go viral and reach a wider audience. People are more inclined to share content that is entertaining, informative, or relatable, and short videos often fit these criteria.

5. Ease of Consumption: Short videos require less time and effort to consume, making them ideal for audiences who are scrolling through their social media feeds during short breaks or while on the go. They can be easily consumed during a quick break at work, while commuting, or waiting in line.

6. Creativity and Experimentation: Short videos encourage creativity and experimentation, as creators have to convey their message or tell their story in a limited amount of time. This limitation often leads to innovative storytelling techniques and unique content that stands out in a crowded digital landscape.

Our answer is yes. Despite TV and outdoor advertising being hailed as the 'glossy ad stuff', online, social content is far more measurable and affordable, providing brands with a direct and two way means of communication to their customers.

The combination of shrinking attention spans, the accessibility of technology, the influence of social media platforms, and the share-ability and ease of consumption of short videos has contributed to their growing popularity in the digital age.

Sidekick Studios is our partner creative agency where you'll be able to see more examples of our work and how we support brands with their social content and ATL initiatives.

What are your thoughts?