The Rise of Short-Form Video

Short-form video, typically under 60 seconds in length, has seen explosive growth, driven by platform algorithms prioritizing engaging content, shifting user preferences toward quick and digestible media, and increased mobile usage. YouTube Shorts alone generates over 70 billion daily views, highlighting its widespread appeal. The continuous-feed format, often enhanced by AI-driven recommendations, keeps users engaged for extended periods. Research shows that 66% of users find short-form video the most engaging type of web content, with 72% of consumers say they prefer watching videos over text when learning about products

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Monetization and Engagement

With increased viewership comes greater monetization potential. While platforms like YouTube Shorts offer revenue-sharing models that grant creators a 45% share of ad revenue, relying solely on walled gardens—large platforms that tend to limit customization and retain the majority of revenue—means sacrificing control and profitability. By incorporating short-form video into their own platforms, publishers can foster deeper user engagement, keep audiences active, and unlock new monetization opportunities without external revenue splits.

Benefits for Digital Publishers

While long-form video remains essential for more detailed content and extended viewing experiences, short-form video complements these efforts by capturing audience attention quickly and driving immediate engagement. Integrating short-form video into a broader content strategy offers multiple advantages:

Repurposing Existing Content

Publishers can transform existing video content into bite-sized clips, maximizing their value and reach.

Boosting Engagement

Implementing a “Shorts” strategy on their own platforms can enhance user engagement and time spent on site.

Expanding Monetization

Short-form video offers new avenues for monetization through ad placements within the content feed. This can be sold directly, without paying large revenue shares to third parties.

Driving Content Discovery

Short-form videos can act as teasers, leading users to longer articles or videos, ultimately boosting traffic.

Early Adoption Yields Results

Publishers adopting short-form video strategies are already seeing impressive results. Some have reported a 90% increase in monthly video views, demonstrating the format’s potential for rapid audience growth and engagement.

Conclusion

Short-form video is more than just a trend—it’s a strategic asset for digital publishers. By leveraging its popularity, publishers can enhance user engagement, drive traffic, and unlock new revenue opportunities, ensuring long-term success in an evolving media landscape.