Have you ever found yourself lost in an endless stream of short videos on TikTok or Instagram, only to realize that a whole hour has slipped by? Welcome to the club! But have you ever wondered why we are so captivated by them? In this blog post, we’ll discuss the psychology behind our love for short-form videos and why they’re so popular.
Why Are Short-Form Videos So Popular?
Science tells us that one crucial reason we love short-form videos as much as we do is because our attention spans are shrinking. Dr. Gloria Mark, a psychologist, recently wrote a book called Attention Span: A Groundbreaking Way to Restore Balance, Happiness, and Productivity. Her research shows that our attention spans have been in decline for the past 20 years. Studies prove this by showing that most consumers today will only watch a full video if it is under 60 seconds. Now, social media platforms have produced an infinite scrolling format of short videos. However, it is unclear if one is affecting the other. But the fact of the matter is that people are more accustomed to shorter content which in turn results in that being the type of content that is created.
Why We Love Short-Form Videos
Think of short-form videos as snacks – they’re quick, satisfying and it’s impossible to have just one. That’s just one irresistible reason though. Let’s look at a few more.
Instant Gratification
Each clip of a short-form video delivers a quick hit of satisfaction. Whether it’s ASMR, a mind-blowing life hack or a hilarious new trend, it’s tailored to your preference to entertain – or distract you. The instant feedback and immediate pleasure we get from watching these videos keep us coming back for more, making it almost impossible to resist opening the apps these videos live on.
You Can Watch Them Anywhere, Anytime
Waiting for your next appointment? Scroll through TikTok. Are you on a long car ride or looking to kill some time before your next workout class? Pull up Instagram Reels or YouTube Shorts on your phone. It’s not only convenient for consumers, but it helps marketers repurpose their content for different platforms knowing that someone is going to see it somewhere.
It Builds a Community and Connection
Short-form video platforms have created a sense of global community. We share, comment and engage with content from people all over the world. Whether it’s about a new restaurant opening in Tokyo or someone promoting their newly refurbished Airbnb, these videos bring us together, sparking conversations and connections.
Short-form videos meet the evolving needs of their audiences and aren’t going away anytime soon. The psychological appeal lies in catering to the reduced attention span of viewers, offering quick, digestible content that is concise and encourages continuous scrolling.
At JSK Marketing, we understand the power that short-form video has to engage, entertain and keep bringing the people back for more. Whether you’re looking for irresistible social media content, eye-catching ads or an engaging website, we help you to achieve your goals. Contact us today to get started.
