Short-form media is an ever-present feature in most if not all relevant social media platforms. With its humble beginnings on Snapchat, it has evolved over the years creating some of the most impactful social media content/platforms such as Vine, Musically, and TikTok. With the success of TikTok, other platforms simply had to have their own flow of short-term content to keep up.
What makes this specific type of content so effective? For one it is easier to consume. Many people simply want to get the info they clicked on the video for, instead of having to sit through the whole video just to find the one piece of info they needed. This small-burst-of-info format makes information more accessible to people when they don't have the time to do a deep dive on whatever they are wanting to learn about.
Short-form content is also as easy to make as it is easy to consume. Anyone could make a 15-20 second video advertising their group, company, organization, band, anything. Their success could vary depending on the production quality of the video, as well as its use of relevant trends and tags. Of course things like these all depend on the social climate and what is popular during the production of the video, so there are many outside factors that will affect the success of any one video.
Finally, not only is this sort of content easy to make and easy to consume, it is also unbelievably easy to share. This one fact alone might be what draws companies and organizations towards it. All social media platforms have some sort of share mechanism built in, so sharing this content isn't any different from sharing anything else. Combining ease of creation, ease of consumption, and ease distribution can make for a very effective marketing strategy when done properly.
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