Short-form video isn't just another trend in the social media world; it's the game-changer, says Daniel Bresler, Founder and Director of Marketing at DB Digital. Bresler adds that this is especially true in South Africa, where online audiences are spending more time glued to their screens. It's clear that these bite-sized, highly engaging videos are dominating the content landscape.
Short-form video isn't going anywhere. In fact, it's become a critical tool for brands looking to engage South African audiences.
By leaning into cultural relevance, collaborating with micro-influencers, and creating snackable content, businesses can increase their visibility, foster community and create deeper connections.
If you're not using short-form video yet, you're missing out on a powerful way to engage.
The Boom of Short-Form Video
Explosive Growth
Platforms like TikTok, Instagram Reels and YouTube Shorts are leading the charge. In South Africa, social media users — particularly millennials — are spending an average of 5.4 hours daily online. Globally, YouTube Shorts alone rake in 30 billion views a day. That's not a fluke. People want quick and engaging content, and they're getting it.
High Engagement
Here's the kicker: Eighty-seven percent of South African viewers are open to branded content in short videos, as long as it resonates with them. That's a huge window of opportunity for brands to build meaningful connections, boost recall and drive engagement through these short clips.
What's driving the engagement?
Local Culture Meets Creativity
Short-form video trends thrive because they tap into cultural moments.
In South Africa, viral challenges like the Woza Train Challenge show how local creators blend global trends with local flavour. It's a community-driven, participatory movement that gets people involved, whether they're dancing, singing, or sharing their take on a trend.
Micro-Influencers, Maximum Impact
Micro-influencers are thriving in this space.
Take DJ Dineo Seloana, for example. She has grown her audience through short-form dance challenges, despite not having a massive following. What she does have is engagement, and that's what matters. For brands, partnering with these influencers is a smart way to reach specific audiences, driving deeper engagement and more authentic connections.
How Brands Can Win with Short-Form Video
Snackable Content for Quick Wins
Short-form content — often referred to as "snackable" — is perfect for capturing attention in a matter of seconds. Whether it's a teaser for a new product or a quick FAQ, these bite-sized clips can cut through the noise and keep your brand top-of-mind.
Cross-Platform Strategy
Don't rely solely on short videos; use them to complement your longer content.
Pairing short-form with long-form videos boosts watch time and helps grow your audience across platforms like YouTube. It's a simple way to diversify your strategy and reach viewers with different preferences.
For more information, visit www.dbdigital.co.za. You can also follow DB Digital on Facebook or on Instagram.
*Image courtesy of contributor