We are in an era of the digital world, and short-form video marketing has become the secret weapon for brands that want to capture attention and drive engagement. Platforms like TikTok, Instagram Reels, and YouTube Shorts have proven that audiences prefer videos between 5-30 seconds over long-form content. With shrinking attention spans, short videos are not just entertaining; they’re powerful tools for brand awareness, educating, and persuading. Using short-form video is no longer optional; it’s the key to staying relevant in the competitive world.
Companies across Nigeria and beyond are using short videos to tell stories, promote products, and build stronger customer relationships. The power of this strategy can be seen in the way brands such as OPay, Jumia, and Domino’s Pizza have used short videos to capture attention and drive engagement.
Why Short-Form Videos Have More Impact
The effectiveness of short-form video lies in its ability to engage audiences almost instantly. Research shows that the average online attention span is around 8-12 seconds, which means long-form videos often lose viewers before the key message is delivered because people lose interest midway. In contrast, a short video uses sharp visuals, catchy hooks, and quick storytelling to communicate ideas before users scroll away.
Another reason short videos perform better is their viral potential. Algorithms on TikTok, Reels, and Shorts are designed to prioritize short content, making it easier for brands, even small businesses, to reach wider audiences. These videos are also more likely to be watched all over again and reposted, which amplifies visibility. Beyond reach, short-form content has a higher retention rate, especially in the era where people have short attention spans, meaning audiences are more likely to remember the message and the brand behind it.
One clear example is OPay, a leading financial services company in Nigeria. OPay introduced the #MyOPaySecurityVoteChallenge, a campaign that encouraged users to create short videos showing their favourite OPay security feature and how it helps protect their accounts. This campaign was not only entertaining but also educational, as it taught customers about safety tools in a fun and interactive way.
By using this strategy, OPay was able to encourage participation from users and spread awareness about how important it is to secure your account in just a few seconds
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Another strong case is Jumia, one of Nigeria’s largest e-commerce platforms. Jumia consistently uses TikTok and Instagram Reels to advertise its products, highlight flash sales, and partner with influencers who create engaging short clips. These videos often use trending music, relatable scenarios, or humour to make shopping feel more fun and interactive. By tapping into the short-form video culture, Jumia has been able to reach a younger audience that spends more time on social media, thereby strengthening its brand presence and boosting sales.
Similarly, Domino’s Pizza Nigeria has embraced short-form video marketing to connect with food lovers online. Their TikTok content features mouth-watering visuals of pizzas, quick promotional messages, and humorous, everyday skits that resonate with their audience. These videos are effective because they capture attention instantly, keep the message simple, and appeal to the emotions of viewers. By combining food visuals with entertainment, Domino’s has turned short-form videos into a powerful promotional tool that makes people stop scrolling and start craving.
For brands, the benefits are clear. Short videos are cost-effective to produce, mobile-friendly, and adaptable across industries. They drive brand awareness, encourage quick conversions through concise calls-to-action, and foster community engagement by inviting audiences to join trends, challenges, or discussions. In just a few seconds, companies can showcase products, tell stories, or provide tips that feel authentic and relatable.
The Future of Short-Form Video Marketing
Looking ahead, short-form video will continue to play a major role in shaping digital marketing strategies.
Innovations such as Al-powered content and interactive filters will make these videos even more engaging. As social platforms integrate e-commerce features, users will be able to discover, engage with, and purchase products without leaving the app. This merging of entertainment with advertising and marketing is why short-form video is not just a passing trend; it is the future of online communication.
In conclusion, short-form video is more effective because it captures attention, encourages engagement, educates, persuades and drives results in ways that align with modern consumer behavior. Whether through TikTok strategies, Instagram Reels engagement, or YouTube Shorts storytelling, brands that embrace short-form content will remain visible, relevant, and competitive. In a world of endless scrolling, those 5-30 seconds are often all it takes to win an audience
