Data Reveals Why Short-Form Video Wins Across Every Generation

By now, most marketers know that there is no constant in how your audience engages with media. It changes frequently & rapidly, but there’s one standout factor: statistically, your audience is consuming media more than ever. Gen Z (ages 16-27) consumes media, whether through short-form videos, social media scrolling or streaming services, more than they sleep. How can your brand stay relevant in an increasingly competitive media landscape? Let’s break down some of the key insights from a recent media consumption report by our partners at GWI that you can use to reshape your digital marketing strategies.

Proof Your Social Strategy Is Crucial

In an average week, GWI’s research indicates consumers access social media more than any other type of media, including TV streaming services. More than anywhere else, consumers are likely to encounter your posts and ads through this channel—so it’s time to invest in a top-notch social strategy.

If you’re considering a fresh start for your social strategy, it’s time to choose where to focus your attention. Choosing the right social site for your business comes down to finding where your audience is. If you’re a jewelry business, focus on Pinterest, with its highly visual, primarily female audience, and Meta, which is set up to help you convert viewers into customers. If you’re in the food and beverage industry, TikTok, with its wide demographic and opportunity to hop on trending topics, and Instagram’s visuals are likely your best places to connect with your audience.

Consumers are out there, and American consumers are among the most engaged audiences globally. GWI’s data shows that consumers spend an average of over seven hours on social media weekly. Bring a consistent, quality social presence to their feed as a continual touchpoint, and you’ll build community and audience trust over time.

How can your brand do this, though? One media format outperforms any other on social for audience attention: short-form videos.

Short-Form Wins Across Every Generation

Staggeringly, every generation in GWI’s research, from Gen Z to the silent generation, prefers short-form videos over longer options. With the popularity of TikTok, Instagram Reels and YouTube Shorts, this is not shocking for younger generations, but it’s not just for Gen Z. Even more seasoned social users prefer shorter, easily consumable videos. With shorter attention spans and mobile-first preferences firmly in place, creating bite-sized content has never paid off more.

Adding Short-Form Videos to Your Strategy

How can you use this for your brand? Focus your social calendar around short-form content creation. Instagram has made this easier than ever with their recently released Edits app, intended to make Reels even better. In fact, TriMark client Custom Patch Hats has been experimenting with high-quality reels with great results. Check out their Instagram to see what they’re cooking up. 

Another simple method to optimize your social strategies is to repurpose long-form content you’ve already made. Have a blog, video or social post that’s performing well? Reincorporate the information into a brand-new reel or TikTok post (and link back to the original post for added benefits).

A crucial consideration for your short-form strategy: keep your content close to your brand voice. While viral videos may often incorporate humor, this might not work for your brand. If humor doesn’t fit with your product or service, steer clear. What matters most is an authentic approach your particular audience appreciates—and if humor is right for your brand, enjoy experimenting!

How Smart Brands Are Adapting

While your website is arguably your most important brand asset, brands are building up their presence on social to reach consumers who use social apps as their go-to source of information. (Younger generations in particular are likely to use TikTok or Instagram as a search engine as well as an endless source of entertainment.) Establish your brand as a trusted presence with easy-to-watch short-form videos and other bite-sized social posts designed to work primarily as part of the awareness stage of the marketing funnel. 

Most importantly: don’t expect overnight success. Brands investing in futureproofing their social media accounts know this is a long-term investment, not something that will see immediate conversion to loyal customers. Set realistic expectations for your engagement, as it may take time for your brand’s audience to find and engage with your content. The most important thing you can do is stay consistent with posting schedules and content quality. 

A close-to-home example of steady, strategic growth is our work with Bojangles. Following a viral TikTok in January, our team focused on maintaining momentum by delivering high-quality, authentic branded content. As a result, Bojangles saw sustained audience growth and deeper engagement over time, with a 47.5% increase in followers and a 17% lift in total TikTok engagement during the first half of 2025.