Hooked in Three Seconds: The Rise of Short-Form Storytelling
Published on April 17, 2025, at 1:50 p.m.
by Ella Kate Baker.
Ten years ago, one might spend their free time watching their favorite TV show or a 30-minute video from their favorite YouTuber. Now, it’s possible to catch up on the latest influencer scandals, scroll past recent political news and even squeeze in a few memes — all in under five minutes.
In a world where time is limited and attention spans are rapidly decreasing, short-form content has become the main attraction. It’s everywhere, and it’s changing the way we tell stories, share information and connect with audiences. Platforms like TikTok, Instagram Reels and YouTube Shorts have become the go-to format for creators and brands alike. Unlike long-form videos that are five-10 minutes long, short-form videos are quick, interactive and easy to digest.
Ranging from 15 seconds to three minutes, these videos focus on grabbing the viewer’s attention very quickly. This makes for an effective tool for advertising and marketing professionals to gain more engagement for a brand.
The psychology behind short-form content
For over two decades, Gloria Mark has studied human-computer interaction, examining how the increase of technology affects our ability to focus. In her book, Attention Span, she claims her research indicates people’s attention spans have been shrinking over the last 20 years.
Dr. Mark shared her findings on “Speaking of Psychology,” an American Psychological Association podcast.
“Back in 2004, we found the average attention span on any screen to be two and a half minutes on average,” Dr. Mark recalls during the interview. “And then in the last five, six years, we found it to average about 47 seconds — and others have replicated this result within a few seconds.”
Our dwindling attention spans are affecting how we consume content. According to Dr. Mark, even television and film shots are getting briefer. With an average of four seconds per shot length, people are becoming “accustomed to seeing very fast shot lengths when we watch TV and film,” and it’s merging into the content consumed and created.
How can brands implement short-form content?
For brands, the shift toward short-form video content offers a golden opportunity to connect with audiences more directly and engagingly. However, the challenge now lies in standing out in a sea of endless scrolling. Research indicates it only takes three seconds for someone to decide if a video is worth watching or not. With algorithms prioritizing engagement over substance, content must not only be fast — it must also be memorable.
“You only have a couple of seconds to capture the audience’s attention,” said Randall Huffaker, a professor for The University of Alabama’s content marketing class. “You have to find the right kind of people who can tell engaging stories in a short amount of time.”
Sydney Polishook, a client solutions planner for TikTok, said the “hook” of a video is a crucial part of making content.
“You have to make those first three seconds the most interesting part of your creative because that’s just the way the platform moves, and people are going to become uninterested if there’s nothing eye-catching,” said Polishook. “We always tell our advertisers if they can get viewers to stay past that three-second threshold, then that’s a win in our book.”
With endless content just a click away, holding attention is not an easy task.
“You’re constantly competing with everyone else,” said Huffaker. “I’ve got like 40 tabs open that I could easily click on and completely forget what I was just reading.”
Unlike typical advertisements, expensive production costs aren’t needed to promote on TikTok. Even more so, it’s discouraged.
“When you see a really polished video, it immediately signals it as an ad. And users will swipe out of it because the ‘For You Page’ experience is not super polished content,” said Polishook. “It’s just people capturing funny or inspiring videos by setting up their phone and talking. It’s a very low-fi production.”
How does short-form content affect audience engagement?
With the fast-paced nature of these platforms, moving from one video to the next, people often feel more comfortable expressing vulnerability.
“There is this weird sense on TikTok that you can share anything because people aren’t going to stick around that long,” said Polishook. “They know they’re going to be a part of your attention for 10 to 30 seconds, and then, you’re probably never going to think about it again. Whereas YouTube is a little bit more permanent.”
However, this fleeting nature of content can create a space for misunderstanding.
“The problem you have now is, with the content being so short and quick, you don’t have time to necessarily process what you’re consuming,” said Huffaker. “And that’s where you lose a lot of understanding of things. You’re not getting all the information you need, just quick bites here and there.”
In a fast-paced, emotionally driven media landscape, it’s easy for audiences to believe narratives that don’t tell the full story. As communicators, it’s even more important to provide clear and concise messaging with the time given.
As content continues to evolve, so must the strategies. Whether a brand is trying to sell a product, advocate for a cause or share personal stories, success now hinges on the ability to adapt to this fast-paced digital rhythm. Regardless, storytelling remains at the heart of communication — as long as it doesn’t go over 15 seconds. No pressure!
