Think about the last time you scrolled through TikTok, Instagram Reels, or YouTube Shorts. How long do you typically give a video before deciding to watch it or swipe away? Probably less than three seconds. That’s how fast we judge whether content is worth our time.
Everything today is designed for our shrinking attention spans. Dating apps let us swipe left or right in an instant. Food delivery apps suggest meals before we even finish typing what we’re craving. Even emails now come with AI-generated summaries so we don’t have to read the whole thing.
Short-form content thrives in this fast-paced, hyper-efficient world. Defined as videos under 90 seconds, it has exploded in popularity, becoming the go-to format for engaging, bite-sized entertainment. And it’s no surprise—our average attention span has dropped from 12 seconds in 2000 to just 8.25 seconds today, making it even shorter than that of a goldfish.
How different generations consume content
Understanding how different generations engage with content helps shape a strategy that actually works:
- Gen X and baby boomers (born 1965–1980 and 1946–1964, respectively): Longer attention spans mean they’re more likely to engage with detailed content. But they’ve also embraced short-form content for quick updates, news, and entertainment on the go.
- Millennials (born 1981–1996): They have about 12 seconds before losing interest, so while they like short-form content, they’re also more willing to stick around for longer videos—if they see the value in it. They tend to prefer content that’s both informative and entertaining.
- Gen Z (born 1997–2012): Grew up glued to screens, with an attention span of about 8 seconds. They love quick, visually exciting content and often use short-form videos as a gateway to something longer. 59% of Gen Zers use short-form videos to discover new things before diving deeper.
- Gen Alpha (born 2013–2025): This generation doesn’t know a world without YouTube Kids and TikTok. Their attention span sits at around 8 seconds, just like Gen Z, but here’s the catch—it takes way more touchpoints to get a message to stick. If it used to take seven times to get Gen Z to remember a brand, Gen Alpha might need to see it 20+ times before it clicks. They’re also used to juggling multiple screens at once, so static ads and long-winded videos won’t cut it. Brands need to get creative with interactive and immersive experiences to really connect.
Why short-form content works
Grabs attention instantly
People decide in seconds whether they’ll keep watching or scroll away. Short-form content gets straight to the point, delivering value or entertainment before the viewer loses interest.
Easy to share
Bite-sized videos are simple to consume and even easier to pass along. Social algorithms love content that gets quick engagement, making short-form videos more likely to go viral.
Designed for mobile
Over 75% of video consumption happens on mobile. Vertical, fast-paced content fits seamlessly into our daily scrolling habits.
Encourages repeat views
Quick videos are easier to rewatch multiple times, increasing retention rates and boosting performance in platform algorithms.
Perfect for modern marketing
Brands and creators use short-form videos to build connections, promote products, and drive engagement. Features like Instagram Reels shopping, TikTok’s interactive ads, and YouTube Shorts monetization give businesses more ways to connect with audiences.
Short-form content trends shaping 2025
User-generated content (UGC) is king
People trust real people more than brands. UGC—like reviews, testimonials, and behind-the-scenes clips—adds authenticity and drives engagement. Read more about UGC here.
AI-driven content is growing
AI is making it easier to personalize and produce content fast. Tools for automated editing, captions, and recommendations are streamlining the process.
Shoppable videos are the future
Entertainment and e-commerce are blending. Now, you can watch a short video and buy a product straight from it—no extra steps.
Behind-the-scenes (BTS) content builds trust
People love to see what happens behind the curtain. BTS content humanizes brands and strengthens audience connections.
Optimizing for sound-off viewing is a must
Most users watch videos on mute, so captions, expressive visuals, and text overlays are key to keeping their attention.
How to win with short-form content
• Hook your audience fast – The first few seconds matter most. Start with a strong visual or an intriguing question.
• Keep it concise – Viewers expect quick value—don’t drag things out.
• Use platform-specific features – Each platform has unique tools (TikTok’s Duet, Instagram’s Reels Remix, YouTube Shorts’ audio library). Take advantage of them.
• Encourage interaction – Ask questions, run polls, and jump on trends to drive engagement.
• Stay authentic – Overly polished, ad-like content doesn’t connect. Raw, real content wins.
• Analyze and adapt – Track performance, adjust based on engagement metrics, and keep improving.
For fitness and martial arts studios, short-form content isn’t just a trend—it’s a powerful way to attract and engage potential members. But creating engaging content is only half the battle; converting that engagement into real sign-ups is where MyStudio comes in. With automated lead capture and seamless prospect nurturing, MyStudio helps you turn views into paying members effortlessly. Ready to take your studio’s marketing to the next level? Check out MyStudio and start growing today.
