Why Should You Use Short-Form Content for Your Brand Marketing Strategy?

Short-form content is no longer just a trend; it’s a core component of modern marketing strategies. Platforms like TikTok, Instagram, and YouTube Shorts have revolutionized the way brands communicate with their audiences, and the results speak for themselves.

Brands using short-form content can tap into several key benefits:

1. Viral Reach: Short-form videos are highly shareable and have the potential to go viral, even with smaller followings. This organic reach is a huge advantage for brands looking to expand their audience without large advertising budgets.
2. Creative Flexibility: With only a few seconds to make an impression, short-form content encourages creativity and innovation, allowing brands to experiment with humor, trends, and challenges to engage viewers.
3. High Engagement: Short-form videos are known for higher engagement rates compared to longer formats. Viewers are more likely to watch an entire video and interact with it.
4. Wider Demographics: While platforms like TikTok were once dominated by Gen-Z, short-form content now attracts a broad range of demographics, making it accessible for brands targeting diverse age groups.

Whether you're creating content for TikTok, Instagram Reels, YouTube Shorts, or even Snapchat, incorporating short-form video into your brand strategy is essential in today’s digital marketing landscape.

10 Companies That Are Killing It in Short-Form Content

1. Chipotle (@chipotle)

Chipotle has mastered short-form content by leveraging viral challenges and creative Hashtag Challenges. Their #ChipotleLidFlip challenge, inspired by an employee, became a massive trend, inspiring over 100,000 people to try and replicate the stunt. Chipotle followed up with the #GuacDance challenge, which led to over 250K submissions and massive sales on National Guacamole Day. The brand continues to innovate, even bringing their Boorito Halloween event to the metaverse with Roblox, boosting engagement with millions of TikTok views.

2. Guess (@guess)

Guess is one of the best examples of using short-form content to create a buzz on TikTok. Their #InMyDenim campaign, where influencers and users posted transformation videos going from old clothes to Guess outfits, gained over 53.5 million views. Guess also knows how to collaborate with influencers like Bebe Rexha, generating millions of views and cementing their place as a TikTok favorite. Their successful hashtag campaigns continue to drive high engagement on the platform.

3. Gymshark (@gymshark)

Gymshark is another standout brand in the short-form content space, with 3.5 million followers on TikTok. The fitness apparel brand excels at posting motivational and engaging content daily. Gymshark taps into trending challenges, hashtags, and popular creators, creating a consistent presence on TikTok. Their strategy focuses on community-building, workout inspiration, and showcasing their products through authentic and energetic content.

4. Spikeball (@spikeball)

Spikeball, a brand that sells a unique sport-inspired game, is a master at using TikTok to engage its youthful, active audience. Their content is all about showing off the sport in fun, high-energy clips, featuring players and even dogs playing the game. Videos often go viral, thanks to the fun and shareable nature of the content. The #Spikeball hashtag has garnered over 147 million views, demonstrating the brand’s ability to leverage short-form content for massive exposure.

5. Taco Bell (@tacobell)

Taco Bell has turned TikTok into a creative hub for its marketing campaigns. The brand partnered with Doja Cat to announce the return of their Mexican Pizza, and their initial video gained over 1 million views. Following up with Doja Cat’s own video, the campaign went viral, racking up millions of views and interactions. Taco Bell’s use of viral trends and music in their short-form videos continues to keep them relevant and highly engaging.

6. Duolingo (@duolingo)

Duolingo’s TikTok account is the epitome of creativity, thanks to its lovable, sassy owl mascot. With 4.1 million followers, Duolingo engages audiences with humorous and relatable content, using viral Gen Z trends. They’ve created a new category on TikTok called #Mascottok, where other brands have followed suit by bringing their own mascots to life. Duolingo's short-form videos are both entertaining and educational, perfectly reflecting the brand’s personality.

7. Fortnite (@fortnite)

Fortnite capitalized on the TikTok wave by using its popular characters in a way that resonated with the platform’s user base. From game tips to in-game events and trending dances, Fortnite’s TikTok presence is always evolving. Their short-form content is a blend of game promotion, user interaction, and popular trends, making them one of the most followed brands on TikTok. Their content directly connects to the interests and excitement of their core audience.

8. e.l.f. Cosmetics (@elfyeah)

e.l.f. Cosmetics has made a huge impact on TikTok with its catchy campaigns, most notably the #EyesLipsFace challenge. Their short-form video campaign featured a song that incorporated the brand’s name into its lyrics, creating a catchy tune that stayed in viewers' heads. The challenge garnered 9.2 billion views, and e.l.f. continues to dominate TikTok with beauty tips, influencer collaborations, and fun, creative content.

9. Crocs (@crocs)

Crocs has embraced humor and irreverence in its short-form content, making them a fan favorite. Their #ThousandDollarCrocs challenge encouraged users to customize their Crocs in the most extravagant way possible, and the campaign went viral, with over 3 billion views. Crocs' partnership with influencers like Post Malone and YouTubers helped them leverage short-form content for massive engagement, building a loyal following on TikTok.

10. The Washington Post (@washingtonpost)

The Washington Post has proven that even traditional media can thrive with short-form content. Their TikTok account is filled with funny behind-the-scenes content, humorous skits, and meme-inspired videos. The account has gained 445K followers and is a great example of how brands can remain true to their mission while adapting to the short-form video style. The Washington Post also uses creative skits to promote their articles, increasing engagement and directing traffic to their website.

Why Short-Form Content Is a Must for Your Brand

Short-form video content has become a dominant force in digital marketing. Its ability to capture attention quickly, drive engagement, and go viral makes it one of the most powerful tools in your marketing toolkit. The brands above have shown how creativity, consistency, and understanding the platform can help create short-form content that resonates with audiences.

Whether you’re using TikTok, Instagram Reels, YouTube Shorts, or any other platform, short-form content is a fantastic way to engage your audience, build brand awareness, and stay relevant in today’s fast-paced social media world. It’s time to embrace the power of short-form videos and put your brand in front of millions of viewers worldwide.