A few years ago, TikTok used to be an engaging platform for teenagers, and Instagram Reels was rather an experimental feature that would either succeed or fail. Today, short videos, or shorts, are a primary resource for enterprises vying for attention on the Internet.
What’s more, brands that are unaware of video content risk losing their competitive edge in the fast-paced digital environment. Today, we are used to consuming content effortlessly, even on the go. With cutting-edge apps like MT4 web terminal, realizing your entrepreneurial goals can become a breeze.
Let’s discover the reasons behind the popularity of short clips in the corporate world and why every business should start applying them as soon as possible.
Why Our Brain is The Fan of Reels
American psychologist Gloria Mark has spent twenty years researching how people’s ability to concentrate is transforming over time:
- In 2004, the average time spent focusing on a single task was 5 minutes (150 seconds).
- In 2012, it had dropped to 75 seconds.
- In 2025, the figure had declined to 47 seconds.
These figures speak for themselves, as the ability to concentrate dropped significantly. It is not only social networks that are to blame, but other types of mass media have also contributed. For instance, movie frames stepped forward, and music videos, TV series, and advertising turned out more dynamic while battling for a spot under the sun.
Consequently, it is no coincidence that TikTok, YouTube Shorts, and Reels provide an endless stream of short clips since the audience subconsciously seeks quick impulses of pleasure, which the brain perceives as a dopamine reward.
Video Snippets as a Driver of Business Growth
As for 2025, video clips were regarded as the most effective format in terms of ROI: 21% of marketers noted that this approach delivers top results. More importantly, 75% of businesses plan to maintain spending on Facebook or Instagram Reels in 2026.
It is worth emphasizing that this appeals not only to B2C, where visual content traditionally rules the scene. Even in the B2B segment, where decisions are longer and more complex, shorts help to better imprint themselves in the memory of potential customers.
Rather than trying to sell a product right away, fast-paced video content serves as a start for further interaction, which may involve:
- Visiting the website;
- Subscribing to media content;
- Participating in a webinar;
- Replying to FAQs from devoted customers.
Many businesses lose viewers from the start by beginning with mundane introductions or unnecessary details, so users tend to scroll past this content. If there is no dynamics within the first 2–3 seconds, interest gradually fades away.
It is worth creating a hook immediately: show the problem, intrigue, or demonstrate the skills your audience can receive by watching to the end.
How to Keep Your Audience Engaged
Ultimately, the effectiveness of short videos lies in a combination of psychological triggers and the behavioral habits of the audience:
- Grabbing attention on the spot. In the endless social media feed, you have only a few seconds to stop the user’s finger.
- Handling emotions. Humor, nostalgia, surprise, emotion—all this suggests the chance that a customer will share the reel with their friends.
- Making it convenient. It is widely known that content is mostly consumed on public transport, in queues, between meetings, or before going to bed. The short format fits perfectly into these scenarios, and a mobile vertical format makes it accessible anywhere.
- Keeping it simple. The Duolingo video content on TikTok has become legendary. It features the reel with a plush owl, shot on a smartphone, having attracted 57 million views. No expensive scenery or complex editing— just a stunning idea and the right moment.
How to Create Business Shorts That Inspire
There is no single recipe here, but several patterns are confirmed by marketing practice:
- The main message should be heard at the very beginning. If you leave the important things for later, there is a risk that the viewer won’t get the gist.
- The emotional component should be visible. Whether it is funny, useful, or inspiring—choose one emotion and go with it.
- Divide larger topics into a few short videos to create a coherent story. This strategy can increase repeated viewings and subscriptions.
Notably, short videos are well-suited for testing innovative ideas, launching products, building rapport, and executing viral campaigns if they are done with care.
The Bottom Line
To summarize, the formula for success is as follows: concise, sensitive, valuable shorts that inspire users to share a brand story. At the same time, it is important to remember that a short video is not the final stop.
Instead, your precious 47 seconds can lead the audience to a deeper understanding of the company or familiarize users with the strategic power of video content.